Captive, But Not Captivated
Gillian Woodland, Duckwood Partners
Sitting in the waiting room of my local doctor ready to sign-on as a new patient, clutching my specimen and several documents that I hoped would proved I'm not in the country illegally, I was horribly struck by the environment in which I was held captive.
Actually I was struck by the fact that there was nothing at all to hit me between the eyes. Nothing inviting, vibrant, calming, informative ... all those things which the vast empty walls of a health centre could be used for.
There was a very efficient, occasionally beeping LED screen to which everyone was glued as it commanded the next patient to go to the relevant treatment room. Is that a reason for having nothing else at all to look at?
I will admit there were two faded Monet prints.
There was also a large rack of information leaflets. Having scanned these and decided, happily, that none apply to me, I was completely at a loss for entertainment, all the time keeping one eye on that screen.
Why not use the space properly? The key word is 'captive'. There is a ready-made audience of people from all walks of life and from all professions. I agree they might not want to read hard-hitting adverts while sitting, probably worried, in the waiting room, but how about more sublime entertainment?
How delightful it would be to see a few pictures from the local schools and colleges on the walls. Children and young adults naturally express themselves through art and to see it displayed is diverting and heartening. It's great for the school and the children, and interesting for the rest of us, particularly if your one attempt at pottery ended in a dazed tutor peeling layers of yuck from the light fittings.
We could appreciate their sculpture, photography, and needlework, as well as drawings and paintings.
Parents and young children often visit health centres, and so do those trying to decide where to send their youngsters for their next schools. What better place to promote the local schools and their successes?
It's not difficult to organise, costs nothing and is not time-consuming. A local parent or governor could sort this out once a month or so.
Widening the idea, here is the opportunity for local businesses to sponsor space for the art. Many companies would be delighted to do this, knowing the funds would go to an excellent cause such as the local school, charity or club.
As a business promoter, missing opportunities like this offends me. I like the idea of having pictures by local artists for sale in a restaurant. There is plenty of time to appreciate the picture, to see it in context with furniture and other colours, and to make the final decision.
I have such a picture myself, and each time I look at it I recall a great evening in wonderful company.
Some are convinced that marketing their business and products is expensive, but why? Let's think harder about how to use all that space out there which is simply screaming to be used. Stop thinking 'off the wall' and let's think what we can put on that wall to promote ourselves and the activities of the local community.
Gillian Woodland
DuckWood partners
www.duckwood.co.uk