Totem 2012 Portfolio

86
COMPANY PROFILE

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Transcript of Totem 2012 Portfolio

Page 1: Totem 2012 Portfolio

COMPANY PROF I L E

COMPANY PROFILE - WHO WE ARE

PASSIONPASSIONIn order to be the best at what you do you need passionAt TOTEM our passion is design

TOTEM is an award-winning visual communications agency recognised as

a leading specialist in design services Wersquore an innovative versatile and

progressive company with a true passion for our craft and a reputation for

delivering successful creative solutions

From small projects to complex campaigns we believe that design always

matters So no matter what it is you want to say or who you need to tell

TOTEM has the expertise the experience and the inspiration to ensure your

message is communicated both effectively and with style

COMPANY PROFILE - WHO WE ARE

TEAMTEAMOur Team

Aaron Cartlidge Senior Designer

Caroline Linenihan Administrator

Doireann de Faoite Senior Designer

Geoff Cowan Freelance Designer

Colin Byrne Creative Director

Susanne McCabe Sales Executive

Maeve Phelan Studio Manager

Each member of the TOTEM team has specialist skills and knowledge with expertise in a very wide range of marketing communications disciplines It means our collective capabilities as a company are much more than the sum of our parts and enables us to provide virtually any solution our clients ask us to deliver From video film and print management to graphic design designing or the web and creative concepts for advertising we can take care of it With confidence and creativity

DECADECOMPANY PROFILE - WHO WE ARE

DECADETOTEM is 10

raquo TOTEM was established in June 2002

raquo We currently employ 6 people in our home ndash a contemporary design studio on Dungarvanrsquos West side

raquo Over the last 10 years we have grown and evolved into the South Eastrsquos leading design studio

raquo During that time we have really enjoyed the opportunity to work with and help great clients

raquo Wersquore excited about turning 10 and look forward to working with new and existing clients over the next decade

CELEBRATING

A DECADEOF DESIGN

2002 - 2012

CELEBRATING

A DECADEOF DESIGN

2002 - 2012

BRANDCOMPANY PROFILE - WHO WE ARE

BRANDraquo At TOTEM we listen to our clients and really get to understand their organisation and what audiences they want to reach

raquo We take a holistic approach with every job no matter how small to insure it fits with the overall organisation vision

raquo Good design helps you tell your story which delivers trust the bedrock of modern branding

raquo Branding when done correctly will differentiate your organisation in todays cluttered marketplace

raquo This has never been more important than in todays economic climate

TOTEM ndash A Brand Led Design Studio

CLIENTSCOMPANY PROFILE - WHO WE ARE

CLIENTSSome Of Our Clients

COMPANY PROFILE - WHO WE ARE

AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries

The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012

November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website

January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property

November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website

September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5

November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity

November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity

November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale

November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity

September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC

Some Of The Awards Wersquove Won

COMPANY PROFILE - WHO WE ARE

ADDED VALUEADDED VALUEWhy Choose TOTEM

We believe that good design increases market share adding to your bottom line

We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go

Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers

These ideas will differentiate you

Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline

TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time

Finally the service we provide is good value for money and delivers a genuine return on your investment

This end result

starts here

SELECTED WORKTHE K CLUB

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 2: Totem 2012 Portfolio

COMPANY PROFILE - WHO WE ARE

PASSIONPASSIONIn order to be the best at what you do you need passionAt TOTEM our passion is design

TOTEM is an award-winning visual communications agency recognised as

a leading specialist in design services Wersquore an innovative versatile and

progressive company with a true passion for our craft and a reputation for

delivering successful creative solutions

From small projects to complex campaigns we believe that design always

matters So no matter what it is you want to say or who you need to tell

TOTEM has the expertise the experience and the inspiration to ensure your

message is communicated both effectively and with style

COMPANY PROFILE - WHO WE ARE

TEAMTEAMOur Team

Aaron Cartlidge Senior Designer

Caroline Linenihan Administrator

Doireann de Faoite Senior Designer

Geoff Cowan Freelance Designer

Colin Byrne Creative Director

Susanne McCabe Sales Executive

Maeve Phelan Studio Manager

Each member of the TOTEM team has specialist skills and knowledge with expertise in a very wide range of marketing communications disciplines It means our collective capabilities as a company are much more than the sum of our parts and enables us to provide virtually any solution our clients ask us to deliver From video film and print management to graphic design designing or the web and creative concepts for advertising we can take care of it With confidence and creativity

DECADECOMPANY PROFILE - WHO WE ARE

DECADETOTEM is 10

raquo TOTEM was established in June 2002

raquo We currently employ 6 people in our home ndash a contemporary design studio on Dungarvanrsquos West side

raquo Over the last 10 years we have grown and evolved into the South Eastrsquos leading design studio

raquo During that time we have really enjoyed the opportunity to work with and help great clients

raquo Wersquore excited about turning 10 and look forward to working with new and existing clients over the next decade

CELEBRATING

A DECADEOF DESIGN

2002 - 2012

CELEBRATING

A DECADEOF DESIGN

2002 - 2012

BRANDCOMPANY PROFILE - WHO WE ARE

BRANDraquo At TOTEM we listen to our clients and really get to understand their organisation and what audiences they want to reach

raquo We take a holistic approach with every job no matter how small to insure it fits with the overall organisation vision

raquo Good design helps you tell your story which delivers trust the bedrock of modern branding

raquo Branding when done correctly will differentiate your organisation in todays cluttered marketplace

raquo This has never been more important than in todays economic climate

TOTEM ndash A Brand Led Design Studio

CLIENTSCOMPANY PROFILE - WHO WE ARE

CLIENTSSome Of Our Clients

COMPANY PROFILE - WHO WE ARE

AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries

The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012

November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website

January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property

November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website

September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5

November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity

November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity

November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale

November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity

September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC

Some Of The Awards Wersquove Won

COMPANY PROFILE - WHO WE ARE

ADDED VALUEADDED VALUEWhy Choose TOTEM

We believe that good design increases market share adding to your bottom line

We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go

Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers

These ideas will differentiate you

Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline

TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time

Finally the service we provide is good value for money and delivers a genuine return on your investment

This end result

starts here

SELECTED WORKTHE K CLUB

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 3: Totem 2012 Portfolio

COMPANY PROFILE - WHO WE ARE

TEAMTEAMOur Team

Aaron Cartlidge Senior Designer

Caroline Linenihan Administrator

Doireann de Faoite Senior Designer

Geoff Cowan Freelance Designer

Colin Byrne Creative Director

Susanne McCabe Sales Executive

Maeve Phelan Studio Manager

Each member of the TOTEM team has specialist skills and knowledge with expertise in a very wide range of marketing communications disciplines It means our collective capabilities as a company are much more than the sum of our parts and enables us to provide virtually any solution our clients ask us to deliver From video film and print management to graphic design designing or the web and creative concepts for advertising we can take care of it With confidence and creativity

DECADECOMPANY PROFILE - WHO WE ARE

DECADETOTEM is 10

raquo TOTEM was established in June 2002

raquo We currently employ 6 people in our home ndash a contemporary design studio on Dungarvanrsquos West side

raquo Over the last 10 years we have grown and evolved into the South Eastrsquos leading design studio

raquo During that time we have really enjoyed the opportunity to work with and help great clients

raquo Wersquore excited about turning 10 and look forward to working with new and existing clients over the next decade

CELEBRATING

A DECADEOF DESIGN

2002 - 2012

CELEBRATING

A DECADEOF DESIGN

2002 - 2012

BRANDCOMPANY PROFILE - WHO WE ARE

BRANDraquo At TOTEM we listen to our clients and really get to understand their organisation and what audiences they want to reach

raquo We take a holistic approach with every job no matter how small to insure it fits with the overall organisation vision

raquo Good design helps you tell your story which delivers trust the bedrock of modern branding

raquo Branding when done correctly will differentiate your organisation in todays cluttered marketplace

raquo This has never been more important than in todays economic climate

TOTEM ndash A Brand Led Design Studio

CLIENTSCOMPANY PROFILE - WHO WE ARE

CLIENTSSome Of Our Clients

COMPANY PROFILE - WHO WE ARE

AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries

The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012

November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website

January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property

November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website

September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5

November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity

November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity

November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale

November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity

September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC

Some Of The Awards Wersquove Won

COMPANY PROFILE - WHO WE ARE

ADDED VALUEADDED VALUEWhy Choose TOTEM

We believe that good design increases market share adding to your bottom line

We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go

Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers

These ideas will differentiate you

Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline

TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time

Finally the service we provide is good value for money and delivers a genuine return on your investment

This end result

starts here

SELECTED WORKTHE K CLUB

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 4: Totem 2012 Portfolio

DECADECOMPANY PROFILE - WHO WE ARE

DECADETOTEM is 10

raquo TOTEM was established in June 2002

raquo We currently employ 6 people in our home ndash a contemporary design studio on Dungarvanrsquos West side

raquo Over the last 10 years we have grown and evolved into the South Eastrsquos leading design studio

raquo During that time we have really enjoyed the opportunity to work with and help great clients

raquo Wersquore excited about turning 10 and look forward to working with new and existing clients over the next decade

CELEBRATING

A DECADEOF DESIGN

2002 - 2012

CELEBRATING

A DECADEOF DESIGN

2002 - 2012

BRANDCOMPANY PROFILE - WHO WE ARE

BRANDraquo At TOTEM we listen to our clients and really get to understand their organisation and what audiences they want to reach

raquo We take a holistic approach with every job no matter how small to insure it fits with the overall organisation vision

raquo Good design helps you tell your story which delivers trust the bedrock of modern branding

raquo Branding when done correctly will differentiate your organisation in todays cluttered marketplace

raquo This has never been more important than in todays economic climate

TOTEM ndash A Brand Led Design Studio

CLIENTSCOMPANY PROFILE - WHO WE ARE

CLIENTSSome Of Our Clients

COMPANY PROFILE - WHO WE ARE

AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries

The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012

November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website

January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property

November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website

September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5

November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity

November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity

November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale

November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity

September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC

Some Of The Awards Wersquove Won

COMPANY PROFILE - WHO WE ARE

ADDED VALUEADDED VALUEWhy Choose TOTEM

We believe that good design increases market share adding to your bottom line

We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go

Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers

These ideas will differentiate you

Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline

TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time

Finally the service we provide is good value for money and delivers a genuine return on your investment

This end result

starts here

SELECTED WORKTHE K CLUB

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 5: Totem 2012 Portfolio

BRANDCOMPANY PROFILE - WHO WE ARE

BRANDraquo At TOTEM we listen to our clients and really get to understand their organisation and what audiences they want to reach

raquo We take a holistic approach with every job no matter how small to insure it fits with the overall organisation vision

raquo Good design helps you tell your story which delivers trust the bedrock of modern branding

raquo Branding when done correctly will differentiate your organisation in todays cluttered marketplace

raquo This has never been more important than in todays economic climate

TOTEM ndash A Brand Led Design Studio

CLIENTSCOMPANY PROFILE - WHO WE ARE

CLIENTSSome Of Our Clients

COMPANY PROFILE - WHO WE ARE

AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries

The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012

November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website

January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property

November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website

September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5

November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity

November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity

November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale

November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity

September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC

Some Of The Awards Wersquove Won

COMPANY PROFILE - WHO WE ARE

ADDED VALUEADDED VALUEWhy Choose TOTEM

We believe that good design increases market share adding to your bottom line

We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go

Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers

These ideas will differentiate you

Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline

TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time

Finally the service we provide is good value for money and delivers a genuine return on your investment

This end result

starts here

SELECTED WORKTHE K CLUB

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 6: Totem 2012 Portfolio

CLIENTSCOMPANY PROFILE - WHO WE ARE

CLIENTSSome Of Our Clients

COMPANY PROFILE - WHO WE ARE

AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries

The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012

November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website

January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property

November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website

September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5

November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity

November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity

November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale

November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity

September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC

Some Of The Awards Wersquove Won

COMPANY PROFILE - WHO WE ARE

ADDED VALUEADDED VALUEWhy Choose TOTEM

We believe that good design increases market share adding to your bottom line

We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go

Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers

These ideas will differentiate you

Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline

TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time

Finally the service we provide is good value for money and delivers a genuine return on your investment

This end result

starts here

SELECTED WORKTHE K CLUB

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 7: Totem 2012 Portfolio

COMPANY PROFILE - WHO WE ARE

AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries

The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012

November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website

January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property

November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website

September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5

November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity

November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity

November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale

November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity

September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC

Some Of The Awards Wersquove Won

COMPANY PROFILE - WHO WE ARE

ADDED VALUEADDED VALUEWhy Choose TOTEM

We believe that good design increases market share adding to your bottom line

We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go

Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers

These ideas will differentiate you

Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline

TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time

Finally the service we provide is good value for money and delivers a genuine return on your investment

This end result

starts here

SELECTED WORKTHE K CLUB

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 8: Totem 2012 Portfolio

COMPANY PROFILE - WHO WE ARE

ADDED VALUEADDED VALUEWhy Choose TOTEM

We believe that good design increases market share adding to your bottom line

We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go

Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers

These ideas will differentiate you

Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline

TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time

Finally the service we provide is good value for money and delivers a genuine return on your investment

This end result

starts here

SELECTED WORKTHE K CLUB

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 9: Totem 2012 Portfolio

SELECTED WORKTHE K CLUB

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 10: Totem 2012 Portfolio

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 11: Totem 2012 Portfolio

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 12: Totem 2012 Portfolio

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 13: Totem 2012 Portfolio

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 14: Totem 2012 Portfolio

SELECTED WORK - HOSPITALITYLIESURE

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 15: Totem 2012 Portfolio

SELECTED WORK - HOSPITALITYLIESURE

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 16: Totem 2012 Portfolio

CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 17: Totem 2012 Portfolio

The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure

But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though

we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower

Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 18: Totem 2012 Portfolio

Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it

celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the

text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Brand Identity

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 19: Totem 2012 Portfolio

TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Marketing Literature

The Tall ShipS RaceS2011 WaTeRfoRd

Official SOuvenir BrOchure

30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

E50

0

feSt

ival P

rice

OnlY

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 20: Totem 2012 Portfolio

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 21: Totem 2012 Portfolio

A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

Outdoor Advertising

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 22: Totem 2012 Portfolio

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 23: Totem 2012 Portfolio

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie

ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training

International

Presented by Szczecin

THE T

ALL SHIPS RACESfood amp cRafT vIllageS

STReeT TheaTRe

lIve muSIc

gReaT value ShoppIng Waterford Institute of Technology

INSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY

The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper

Press Advertising

All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

In July 2011 the worldrsquos most beautiful ships will set sail from

the city of Waterford to embark on an epic sailing race Join us as

we celebrate four days amp nights of fantastic entertainment fun food

and fireworks Tell your friends and family to come home and experience the magic Get on

board and support the festival

Call to the Race Office at 41 The Quay Waterford

or visit

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

WaterfordTallShipsRaceie

shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

If you love to party then Waterford will be the place to be during the

summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with

live music and free concerts right on the quayside Join us for four days

of great entertainment theatre and street parties So shake a leg

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit WaterfordTallShipsRaceie

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

The Tall ShipS RaceS

30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie

P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l

WaterfordTallShipsRaceie

shiver metimbers

In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set

sail on an epic sailing voyage from Waterford city Four days of parades

pageantry and performers will colour the streets as we celebrate

this unique festival and atmosphere on Waterfordrsquos quayside

Tell your friends and family and get on board

Call to the Race Office at 41 The Quay Waterford

or visit

ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY

Sail TrainingInternational

Presented by Szczecin

THE T

ALL SHIPS RACES

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 24: Totem 2012 Portfolio

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf

TV Advertising

Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 25: Totem 2012 Portfolio

CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011

The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency

Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd

Testimonial

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 26: Totem 2012 Portfolio

SELECTED WORKDOWN SYNDROME IRELAND

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 27: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

One of them will have a happy childhood find love and get a well paid job

The other one will too

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 5 15032012 0914

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 28: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

Hello My name is JamesAny chance of a cuddle

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 1 15032012 0913

Shersquos my sister

And hersquos my brother

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 6 15032012 0914

wwwdownsyndromeie

Therersquos no place

The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family

Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families

(Sue Buckley amp Ben Sacks 2001)

like home

ldquo

ldquo

DSI Landscape [Snap Frame]indd 7 15032012 0914

wwwdownsyndromeie

Hersquos helpful smart loves a laugh and enjoys life to the full

Just like his son

wwwdownsyndromeie

DSI Landscape [Snap Frame]indd 8 15032012 0914

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 29: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

2 3

Congratulations

on the Birth of your BaBy

The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness

Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other

There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault

All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development

taBle of Contents

Congratulations 3

feelings and emotions 4

telling Brothers and sisters 6

Down syndrome 7

Question time 9

a Bright future ahead 10

stimulation and Bonding 12

What to ask your Doctor 14

entitlements 18

Down syndrome ireland 20

recommended reading 22

6 7

telling Brothers anD sisters

Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need

Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings

Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things

They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born

They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease

Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated

At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo

DoWn synDrome

Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome

What is a syndrome

A syndrome is a collection of several symptoms and signs that usually occur together

What is a chromosome

Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total

22 23

reCommenDeD reaDing

Down syndromean introduction for parents amp Carers

Cliff Cunningham

a minor adjustment

Andy Merriman

early Communication skills for Children Down syndrome

Libby Kumin

Babies with Down syndrome

Karen Stray-Gendersen

Building healthy minds

Stanley Greenspan MD

it takes two to talk

Jan Pepper amp Elaine Weitzman

This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]

May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members

May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide

aCknoWleDgements

graacuteinne murphy National Resource Team Down Syndrome Ireland

Dr Joan murphy (phd) Health Specialist

annette orsquo neill Down Syndrome Ireland

pat Clarke Chief Executive Down Syndrome Ireland

Clare leonard President Down Syndrome Ireland

Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland

4 5

Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before

feelings anD emotions

People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child

Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers

Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome

Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help

Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops

DaD

At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead

ldquo ldquo

mum

We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too

sister

When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time

aDult With DoWn synDrome

The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person

ldquo

ldquo

ldquo

ldquo

ldquo

ldquo

A publication by Down Syndrome Ireland copy 2011

Parent InformationBooklet

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 30: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 31: Totem 2012 Portfolio

SELECTED WORKGORTA

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 32: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

Community Oriented Watershed Management

gortarsquos approach

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo capacity

and capability to move towards the achievement of prosperity

Children from the Wayaworr village sit

on the slopes of the Wayaworr water

storage dam In 2008 the existing

excavation was rehabilitated as a

water storage facility through the

ADWAC- gorta partnership The lake

is a deliberate catchment of rainwater

and is used for water for livestock

irrigation for tree planting in the

catchment area and the recharging

of groundwater which benefits wells in

the surrounding villages

Capacity Building and Technical Support

A grader provided by gorta successfully carried out the earthworks for the contour bunds Training

in the operation and maintenance of the heavy machinery was provided to ensure that this activity

will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the

collaboration of an agriculture engineer from Senegal who has provided on-going support and makes

periodic visits These activities are similar to the interventions carried out in Senegal by international

donors including USAID and the World Bank There the construction of two water storage dams with a

capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers

and reduced damage to crops due to improved cattle tracks from the dams to other water resources

In my district 80 of conflicts I address are related to cases between

farmers and cattle owners regarding grazing and drinking points Thanks

to the re-demarcation of the cattle tracks since 2010 I have never

arbitrated any case of such related conflicts

Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda

The programme involved training community members in Chamen village in the manual

construction of gabion boxes required for the reinforcement of the check dams Consequently

the limited availability of these boxes in the country and their high cost are no longer

constraints to the earthwork required for the soil conservation interventions Other livelihood

aspects of the integrated watershed management programme include water harvesting

through the construction of half moons establishment wood lots micro credit schemes in

10 villages rearing of small ruminants such as sheep and poultry and income generation

activities through food processing and marketing and processing of ground nuts and millet by

village cooperatives

We the women of Njonen are no more burdened with the use of mortar

and pestle While we save labour to do other economic activities we also

generate an income from the use of the milling machine

Mallah Jallow President of Njonen Women group

lsquolsquorsquorsquo

The 14 million litres water storage dam near Wayaworr

village in Njaba Kunda The Gambia provides water to

approximately 1200 cattle during the four months of the dry

season Since the construction of the dam there has been

a reduction in the number of conflicts over access to water

sources between farmers and herdsmen

One of the spillways in the 45km retention dyke is used to

control the salt intrusion near Marong Kunda village in Njaba

Kunda the Gambia The rehabilitation of 200 hectares has

supported the production of an extra 100000kg of rice

grown by 300 women

Mallah Jallow President of the

Njonen Women group in Njonen

village the Gambia

lsquolsquorsquorsquo

Programme Development

The implementation of the water resource

management programme with TFCG began

in June 2010 with massive sensitization

to raise awareness on water management

issues for over 30000 people Similar to other

awareness-raising programmes implemented

by TFCG training and sensitization meetings

were attended by a wide range of participants

These included representatives from the local

authorities district officials traditional leaders

and other stakeholders such as NGOs and local

networks Village Natural Resource Committees

(VNRC) farmers women and youth groups and

individuals Posters and t-shirts were distributed

and during a field visit to the project site by

a gorta representative in February 2012 the

participantsrsquo awareness of water management

issues and potential solutions was clearly

evident

Integrated catchment management plans were

developed for the upper Mkolo and Kwebululu

rivers involving all 21 villages Water committee

members were trained in the management of

water resources in order to enable them to

construct and manage the protection of the

springs that deliver water to 16 villages and

will provide safe and clean drinking water

to approximately 10000 people Protection

of the water sources included a wide range

of interventions from small water sources

providing water to 50-100 households to larger

water sources that include gravity delivery and

distribution systems to ensure that community

members have easy access to clean water

within reach The VNRC established in the

catchment area in 1997 received further training

in participatory management of the upper

catchment in order to ensure the quality of the

water and the vegetation that protects these

water sources As the patrolling of the forest

has been carried out by the participatory forest

conservation committees for the past 20 years

the additional water resource protection is a

natural step for these committees Reforestation

efforts have also taken place around the water

sources so as to promote their conservation

A gorta Case Study Tanzania

Eva Lolenzo and Lilian Williams from

Bagamoyo village

in Korogwe district

Tanzania climb up-hill

carrying water from a

spring that supplies

water to 80 households

out of 3400 people

living in the village

The Water Users

Committee received

training on sustainable

management of the

spring

The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since

2008 in Participatory Forest Management (PFM) and other livelihood interventions

such as improved agricultural practices Since 2010 water resource management

has been implemented in Lushoto and Korogwe districts of the Western Usambara

Mountain in Tanzaniarsquos Northeastern region TFCG have been working with

communities in 21 villages in the project area for the last 15 years where they have

been promoting sustainable livelihoods strategies through participatory forest

management improved sustainable agriculture practices rearing of small ruminants

and bee-keeping and aquaculture as income generation activities In 2009 a

participatory situation analysis was carried out by TFCG in Lushoto and Korogwe

districts where results revealed that only 46 of the people in Lushoto and 51 in

Korogwe had access to clean water This was affecting women in particular who had

to travel long distances in mountainous terrain to fetch water

Promoting Conservation

Agricultural Practices

Farmer field schools (FFS) provided training

to 630 farmers (246 women and 384 men) on

improved agriculture techniques that included

irrigation on a small scale Each of the FFS

were trained in improved agriculture techniques

based on conservation agriculture practices

The demonstration plots were developed on

the hillsides in areas where the slope reaches

100 Earth terraces were also constructed

where irrigation basins were formed to cultivate

a diversity of crops such as tomatoes beans

maize ginger cabbages green peppers and

potatoes and the ground was treated with

organic manure Irrigation is currently being

provided by gravity-fed irrigation canals and a

mobile improvised sprinkler Ten drip irrigation

systems of 500 square metres are due to be

placed on the demonstration plots and these will

be accompanied by intensive technical support to

ensure correct operation and maintenance Two

gravity schemes are planned to be rehabilitated

through the project and provide water to over 600

farmers irrigating approximately 450 acres

Complementary Interventions

Other water-related interventions promoted

through the programme include harvesting of

rainwater in 15 schools A total of 7500 students

will have improved access to drinking water

when water is scarce during the dry periods from

March to June and from September to November

The programme also involves participatory forest

management which TFCG have been practicing

since 1985 Tree nurseries were established in

primary schools with support from farmer groups

and it is expected that these trees (firewood and

timber varieties) will be distributed to at least

10000 farmers thus alleviating pressure on the

natural forest A total number of 1500000 trees

are expected to be planted during the three-year

programme

Bee-keeping activities have been practiced by

other communities supported by TFCG in the

Arc range mountains and have had very positive

results Selected community members have

received a total of 300 beehives It is estimated

that one beehive could provide 40 litres of honey

per year which can be sold at a weight value of

6000 Tanzania shillings (TSh) per kg which is

equal to approximately 3 Euro Therefore one

beehive provides an annual income of 240000

TSh (115 Euro) per year The expected total

income to be generated from 300 beehives would

be in the region of 72000000 TSh (33540 Euro)

per year

Participants planting tree saplings at a

Tanzania Forest Conservation Group

tree nursery in the West Usambara

Mountains Tanzania

Hausa and Jaacobo Lucas

irrigate the demonstration

plot that Bagamoyo Farm

Field School (FFS) cultivate

15 women and 15 men have

constructed soil terraces on

a le acre where they cultivate

ginger tomatoes cassava

maize cabbage and beans

Drip irrigation equipment

will soon be installed to

enhance the agriculture

production during the dry

season

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 33: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

food prices brief

Brochure_WFDindd 1

12102011 111254

gortarsquos approach

In line with gortarsquos strategy and that of the

Irish Governmentrsquos Hunger Task Force we

recognise the important role smallholder

farmers play as part of the solution It is

essential that the current focus on price

volatility at both national and international

level leads to further investment in the

agriculture sector particularly focusing

on research and new and improved

technologies as well as in social security

in order to support the most vulnerable

gorta is working with local partners in

building their resilience to shocks by

creating safety nets as part of a coping

strategy

gorta is also bridging the gap between

agriculture research and smallholder farmers

We recognise the need to link research

with operations in the field and encourage

smallholder farmersrsquo access to training amp

information improved seed technology and

climate smart agriculture We adopt a model

of integrated community development which

promotes among others the safeguarding of

local biodiversity

gorta believes further

investment needs to be

made in strengthening

bull Research and innovation

bull Climate-smart agriculture

bull Improved seeds and farm management

techniques

bull Watershed management

bull Infrastructure marketing systems

extension and communication services

bull Market information and transparency

bull Protection of indigenous knowledge and

biodiversity

bull Food distribution systems food stocks

and reserves

bull Social safety nets

bull Small holder farmersrsquo active free and

meaningful participation in decision

making

Excessive fluctuations in commodity prices whether in situations

of price increases or price depressions create uncertainties for

farmers This affects decisions regarding agricultural investment

and as such has a long-term impact on world food security

The High Level Panel of Experts on Food Security and Nutrition of the

Committee on World Food Security July 2011

lsquolsquo

rsquorsquo

Brochure_WFDindd 6

12102011 111300

It is crucial to better understand our agricultural system and

it is imperative for research and development to start thinking

about new and sustainable approaches to improving the

quality safety and variety of food produced and consumed

around the world

Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International

Women selling grain at a marketplace

in Ghana

lsquolsquo

rsquorsquo

Brochure_WFDindd 7

12102011 111301

The issueldquoSmall import-dependent countries especially

in Africa were deeply affected by the food and

economic crises Some large countries were

able to insulate their markets from the crisis

through restrictive trade policies and protect

their consumers through safety nets However

trade insulation increased prices and volatility in

international marketsrdquo (FAO The State of Food

Insecurity in the World 2011)

The situation which brought about the 2011 food

price increase has some similarities to that which

led to the 20072008 global food crisis described

above during which FAO estimated that the

number of undernourished people increased

by 170 million in the period from 2007-2009

(FAO 2009) The situation was triggered by a

reduction in the levels of global grain stocks

higher oil prices increased financial investments

in agricultural commodities (WB and IMF 2011)

and an increase in international prices across

same According to the Committee on World

Food Security (CFS) High Level Panel of Experts

on Food Security and Nutrition (July 2011) since

2007 the volatility of food prices and the number

of countries effected by it has increased

The Food and Agriculture Organization of the

United Nations (FAO) publishes a monthly

Food Price Index which is viewed as a global

benchmark for food price trends and reports on

five food commodities cereals oilseeds sugar

dairy and meat According to it while global

food prices fell slightly in September 2011 due

largely to the global economic slowdown prices

across the five commodities remain high and are

still above those of 2010 (FAO 2011) The State

of Food Insecurity in the World 2011 an annual

global hunger report published jointly by FAO the

International Fund for Agricultural Development

(IFAD) and the World Food Programme (WFP)

predicts that high and volatile food prices will

persist with food importing countries especially

in Africa mostly at risk

Since the 20072008 price spike there has

been international recognition that investment

in agriculture at both micro and macro levels is

necessary to mitigate against further food price

volatility At the same time agriculture needs

to be viewed within a holistic multi-sectoral

framework Diversifying on-farm and off-farm

activities enables smallholder farmers to reduce

their risk and vulnerability to shocks Access to

market and commodity price information at the

right time remains critical for farmers in order for

them to plant accordingly

What are the factors involved

Among factors relating to food price volatility

are weather variability trade policies (including

export restrictions and bans) increasing oil

prices and the emergence of new financial

investors which are all likely to persist Each of

these highlights the urgent need to focus on

the drivers of food prices and to find long-term

sustainable solutions Other relevant elements

include the shift in the quality of demand for

foods that are more intensive in grains such as

meat and dairy the trade-off between grains

for food feed and biofuels population growth

ndash with figures set to rise to approximately 82

billion by 2030 (UN 2005) ndash and the reduction in

agriculture productivity All of these elements put

further pressure on an already under-invested

sector and on limited resources

Who is affected and how

Despite vast agricultural potential many African

countries are significant net food importers with

high food prices therefore having an immediate

impact on poor householdsrsquo purchasing

power and income share going to food With

approximately 60-80 percent of a householdrsquos

income spent on food any sudden and high

increase in food prices can result in severe

threats to food and nutrition security pushing

families deeper into poverty and hunger This

consequently impacts on their access to other

services such as health care and education

Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos

Farming Communities

Brochure_WFDindd 4

12102011 111259

A group of women hold up a bundle

of harvested ginger produce as part

of a Tanzanian Organic Agriculture

Movement initiative in Mnasi Tanzania

gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to

ginger production to breathe new life into previously struggling livelihoods Livelihoods in the

Korogwe District have dramatically improved since the intervention of gorta and TOAM with

the ginger crop last year outstripping the maize staple crop by four times Participants in the

programme can sell on their ginger harvests and with the proceeds are then able to invest in

other areas

TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining

a higher price and then informing them of the international market opportunities available for

the organic products TOAM also educates and trains the farmers to improve the quality of the

crop and gain certification so their produce will receive a fairer price

The gortaTOAM partnership provides expertise and training in ginger production helping

people in the local communities to become self-sufficient This in turn allows them to escape

poverty educate their children diversify their income into different farming areas and look

towards building a better life for themselves

Case Study Tanzanian Organic Agriculture Movement

Brochure_WFDindd 5

12102011 111259

Goretti Nakana sorts through her

crop of Irish potatoes Goretti is a

participant in the gortaEMESCO

programme in the Kibaale District

in Uganda which is currently being

implemented across 60 communities

and incorporates agriculture health

and water security

Brochure_WFDindd 2

12102011 111256

gortarsquos vision is a world where there is no hunger and where the

poorest communities have the means to create a prosperous

future for themselves and their children

As a non-governmental organisation (NGO) our approach to

development centres on enhancing local communitiesrsquo

capacity and capability to move towards the achievement of

prosperity ndash in this sense entrepreneurial development is key

Brochure_WFDindd 3

12102011 111259

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 34: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

Annual Report 2010

Untitled-1 1

12082011 104455

About gorta 4

Foreward from the Chairman 6

CEos Message 8

Patron and Board Members 10

our Vision Mission and Values 12

Our Work ndash At Home 16

Hunger Secretariat and World

Food Day 18

Donor Engagement and

Communications 19

Fundraising 20

Networks 22

Stop Climate Chaos 24

International Alliance Against Hunger 25

Our Work ndash Overseas 26

Health 28

Education 30

Livelihoods 32

Water 34

Food 36

Accounts 38

Annual Financial statements 2010 40

cOntents

Photo caption to be placed

here Photo caption to be

placed here

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19

Our countries

Rosie Sambo Zagwa Million Dorothy Msonkho past

students of Bunda College of Agriculture Malawi

Rebecca Amukhoye of gorta speaks to particpants at the

Watershed Management Workshop in Mukono Uganda

Paticipants at the Watershed Management workshop in

Mukono Uganda

Pamela Nasimnu and William Keyah at the gorta funded

Baraka College Kenya

Uganda

bull Population 338

million

bull Life expectancy at

birth 541 years

Uganda has one of the highest

population growth rates in the world

with 26 living in chronic poverty As

one of Gortarsquos programme countries

since 1965 Uganda was designated as

a Gorta country of focus in 20078 The

elimination of poverty and hunger and the

creation of prosperous futures for the poorest

communities are part of Gortarsquos vision As

with each of our countries of focus Gorta

recognises that it is essential to work with

local district government officers and in line

with the National Development in order to

align their development efforts and to create

sustainable programmes that are owned by

the local communities Gortarsquos main focus in

Uganda has been on food security with an aim

to increase access to markets for smallholder

farmers while also working with local

partners on improving water and sanitation

and increasing awareness and access to

treatments of people living with HIVAids

Zambia

bullPopulation 132

million

bullLife expectancy at

birth 473 years

Decades of

economic decline

and neglect of

infrastructure

and services have

impacted heavily on

Zambiarsquos population of 115

million with 45 of the population ndash

52 million individuals ndash undernourished (FAo

2010) Gortarsquos involvement in Zambia has

been to five target areas where it is currently

working with local organisations on training

for beekeeping watershed management area

rehabilitation income generation and with

differently-abled groups

Kenya

bull Population 409 million

bull Life expectancy at birth 556 years

Kenyarsquos population is largely rural based

and rely on smallholder agriculture for their

livelihoods Unpredictable rainfall due to

climate change is having a significantly

negative effect on the food security status of

the country ndash droughts are on the rise placing

millions of Kenyans at risk of malnutrition

and starvation Gorta recognises the need

for training for smallholder farmers to adapt

their farming methods to a changing climate

Having been working in the country since the

mid-seventies and Kenya was designated as

a country of Gortarsquos focus in 20078 Gortarsquos

involvement was initially through small faith-

based organisations but recently we have

engaged with more strategic local partners

with the potential to scale-up and scale-out

Gortarsquos main area of work in Kenya is centred

on agricultural training and food security

through improved methods of agriculture

production

Malawi

bull Population 157 million

bull Life expectancy at birth 546 years

The Republic of Malawi is currently ranked

153 out of 169 on the Human Development

Index (2010) The majority of its population

of 123 million live below the poverty line

and about 83 of the people live in rural

areas with low access to basic health and

education services Agricultural production

is the mainstay of Malawirsquos economy

but landholdings are small leading to

encroachment on marginal lands and

increased erosion These conditions

combined with the high incidence of HIV

AIDS make the poor highly vulnerable

to effects of natural disasters and food

insecurity Gorta first began working in

Malawi in 2005 our focus of work is on water

and food security borehole rehabilitation

sanitation and hygiene irrigation schemes

exchange visits short training courses and the

promotion of self help groups

tanzania

bull Population 45 million

bull Life expectancy at birth 569 years

Climate change is already having an impact

on Tanzania and is likely to further affect

the country with increased temperatures

and lower rainfall which affects agriculture

forests water and coastal resources and

human health Tanzania became a country of

focus for Gorta in 2007 together with Kenya

Uganda Malawi and Zambia Since then

most of our programmes are concentrated

in the Northern regions of the country from

Lake Victoria to the Coast and include Mara

Arusha Manyara Kilimanjaro and Tanga

regions Gortarsquos programmes in Tanzania

focus specifically on maintaining and

improving forest conservation water security

projects and improving livelihoods through

income-generating schemes

ZAMBIA

UGANDA

Population and life expectancy statistics taken from the Human Development Report 2010

United Nations Development Programmes (UNDP)

KENYA

MALAWI

TANZANIA

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50

g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51

Financial Highlights 1 Where our money comes from

Donations and Fundraising

Income 5192

Trading Activities Income 936

Investment Income 596

Revenue based grants 178

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

2 How your money gets spent

Programmes Costs Including

Advocacy 7207

Costs of Generating Trading

Income 850

Governance Costs and

Currency Loss 42

Costs of Generating

Voluntary Income 1057

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

3 Breakdown of Fundraising

Income

Committed giving 4645

Legacies 159

Committee income 106

General donations 282

Gift in Kind 10

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

4 split of Grant Income by Donor

Irish Aid 150

Department of Agriculture

Fisheries and Food 19

Enterprise Ireland 975

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

5 split of Programmes spend

by country

Uganda 2276

Malawi 2053

Zambia 1109

Tanzania 710

Kenya 285

India 89

Haiti 52

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

6 split of Programmes spend by

thematic Area

Food Security 2407

Livelihoods 1927

Water and Sanitation 1247

Health 349

Education 295

75

1393

79

0 13

9

89

0 62 3

84

5 11

39

31

20

5

5

35

31

17

41

1

11

Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 35: Totem 2012 Portfolio

CASE STUDYTHE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 36: Totem 2012 Portfolio

CASE STUDY - THE CLIFF HOUSE HOTEL

The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience

The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope

The Hotel

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 37: Totem 2012 Portfolio

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 38: Totem 2012 Portfolio

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 39: Totem 2012 Portfolio

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 40: Totem 2012 Portfolio

CASE STUDY - THE CLIFF HOUSE HOTEL

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 41: Totem 2012 Portfolio

CASE STUDY - THE CLIFF HOUSE HOTEL

Website

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 42: Totem 2012 Portfolio

SELECTED WORKTopaz

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 43: Totem 2012 Portfolio

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 44: Totem 2012 Portfolio

SELECTED WORK - RETAIL

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 45: Totem 2012 Portfolio

SELECTED WORK - RETAIL

Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd

Testimonial

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 46: Totem 2012 Portfolio

CASE STUDYWATERFORD AIRPORT

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 47: Totem 2012 Portfolio

CASE STUDY - WATERFORD AIRPORT

Website

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 48: Totem 2012 Portfolio

CASE STUDY - WATERFORD AIRPORT

Web Banners

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 49: Totem 2012 Portfolio

CASE STUDY - WATERFORD AIRPORT

Facebook Marketing

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 50: Totem 2012 Portfolio

CASE STUDY - WATERFORD AIRPORT

Billboards

WaterfordAirportie

Supportingtourism

Enablingbusiness

WaterfordAirportie

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 51: Totem 2012 Portfolio

CASE STUDY - WATERFORD AIRPORT

Investment Brochure

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 52: Totem 2012 Portfolio

CASE STUDY - WATERFORD AIRPORT

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 53: Totem 2012 Portfolio

SELECTED WORKFlahavans

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 54: Totem 2012 Portfolio

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 55: Totem 2012 Portfolio

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 56: Totem 2012 Portfolio

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 57: Totem 2012 Portfolio

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 58: Totem 2012 Portfolio

SELECTED WORK - FMCG

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 59: Totem 2012 Portfolio

SELECTED WORK - FMCG

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 60: Totem 2012 Portfolio

SELECTED WORKAsk Direct

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 61: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 62: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 63: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 64: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 65: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 66: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 67: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 68: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 69: Totem 2012 Portfolio

SELECTED WORK - NON PROFIT

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 70: Totem 2012 Portfolio

CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 71: Totem 2012 Portfolio

CASE STUDY - THE WHITE HOUSE

Client Background

The Design Brief

The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The

White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics

Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness

The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 72: Totem 2012 Portfolio

CASE STUDY - THE WHITE HOUSE

The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 73: Totem 2012 Portfolio

CASE STUDY - THE WHITE HOUSE

Supporting Materials

A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 74: Totem 2012 Portfolio

CASE STUDY - THE WHITE HOUSE

The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 75: Totem 2012 Portfolio

CASE STUDY - THE WHITE HOUSE

Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond

ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a

pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House

Effectiveness

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 76: Totem 2012 Portfolio

SELECTED WORKIDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 77: Totem 2012 Portfolio

SELECTED WORK - IDENTITY DEVELOPMENT

Gold Award from Graphis The International Journal of Visual Communication

Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling

record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 78: Totem 2012 Portfolio

SELECTED WORK - IDENTITY DEVELOPMENT

Protecting amp recovering mobile devices

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 79: Totem 2012 Portfolio

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 80: Totem 2012 Portfolio

SELECTED WORK - IDENTITY DEVELOPMENT

Irish Maritime and Energy Resource Cluster

Covered

Protect Recover amp Replace Mobile Devices

Covered

Covered LAPTOP

SMARTPHONE

MOBILE

Protect Recover amp Replace Mobile Devices

Protect Recover amp Replace Mobile Devices

IRELANDrsquoS SHOWCASE

IRELANDrsquoS SHOWCASE

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 81: Totem 2012 Portfolio

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 82: Totem 2012 Portfolio

SELECTED WORK - IDENTITY DEVELOPMENT

HORIZONTOMORROW BEGINS TODAY

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 83: Totem 2012 Portfolio

SELECTED WORK - IDENTITY DEVELOPMENT

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 84: Totem 2012 Portfolio

SELECTED WORK - IDENTITY DEVELOPMENT

FOOD FESTIVALDUNMORE EAST

FOOD FESTIVALDUNMORE EAST

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 85: Totem 2012 Portfolio

SELECTED WORK - IDENTITY DEVELOPMENT

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU

Page 86: Totem 2012 Portfolio

The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814

w wwwtotemie

THANK YOU