1. LONDON
SUSTAINABILITY JAM
th th
28 – 30 Oct 2011
JONING INSTRUCTIONS
&
JAM-
JAM-PING KIT LIST
In the interest of trees, please only print what you need…

2. Welcome to the London Sustainability Jam 2011!
This information pack contains everything you need to know, bring and
think about to make sure we have a successful, thriving Jam this weekend.
We look forward to Jamming with you!
When?
When?
The Jam will kick-off on Friday 28th Oct at 6pm, finishing Sunday 30th Oct at
5pm. The official timings for each day are as follows:
Friday 28th: 6pm – 9pm
Saturday 29th: 9am – 9pm
Sunday 30th: 9am – 5pm
Where?
Where?
The Jam is being kindly hosted by:
The Innovation Warehouse
1 East Poultry Avenue
London
EC1A 9PT
www.theiw.org
The nearest tubes are Barbican and Chancery Lane. Farringdon rail station
is also nearby. Please see the map below:
On arrival – please ring the buzzer and someone will let you in. The
Innovation Warehouse is on the first floor.
In the interest of trees, please only print what you need…

3. What?
The event will look something like the following…
Friday 28th:
Friday night is all about meeting each other, opening up the energy and
announcing the surprise theme that will anchor the event. We will form
teams around a Big Sexy Ideas market pitching session and link up with
our international Jam partner, Melbourne, sending out our own message of
encouragement along the way. Then we’ll all go the pub! ☺
Saturday 29th:
Saturday is Team Time in a big way! Ideas will begin their research,
concepting, developing and prototyping journey, with regular check-in
times to feedback to the Jam as a whole. Along the way we will keep up-to-
date with each other, in London and internationally with Moscow &
Melbourne, virtually through online platforms. Mentors will be on hand to
guide and coach teams towards building concrete outcomes. Come 9pm,
the venue will close but teams are free to continue jamming elsewhere – or
sleep!
NB: The clocks go back for Daylight Saving Time at 02:00 on Sunday
30th October – please remember to set your clocks back! This means
an extra hour of sleep/jamming time ☺
Sunday 30th Oct:
On Sunday, teams will be busy finalising and putting finishing touches on
their designs and prototypes. We will share with Moscow and Melbourne
our experiences, and at 15.00, teams will share and upload their
prototypes in a documentable form – film, website, photos, model, mock-up
– anything tangible to publish under the Creative Commons license and for
Jammers around the world to see and appreciate. Mentors will again be on
hand to help shape up the final pitch. The final countdown begins! Then –
celebration! ☺
In the interest of trees, please only print what you need…

4. Who?
Familiar faces at the Jam will include the Organising Team:
Irma Allen has a background in sustainability research and project
management, previously working with the Cambridge Programme
for Sustainability Leadership. She now works as a freelance climate
researcher as well as social designer, mixing academic inquiry with
hands-on community development work. She has an interest in
human creativity and innovation and how it can be applied to solving complex social
and environmental issues from a design-thinking approach.
Laura Da Silva is a French sustainability CSR manager working at a
large FMCG. She has a few years experience within management and
sustainability consultancies. One of her main areas of interest at the
moment is how to promote sustainable behaviours in innovative and
invisible ways.
Francis Norton Francis comes from a software R&D background, and
began his move into service design, via usability and UX, when he
decided that perhaps people were more interesting than programs.He
has a lifelong interest in the evolution and sustainability of the social,
economic and natural environments.
Paola Pierri has always been working in the charity sector,
designing services and tools for innovation in social inclusion and
development. She is passionate about service design and the way
this approach could support social actors dealing with new and
complex challenges. She is currently working as a Business
Development Manager in a charity dealing with rare genetic
disease to improve the way patients, families and NHS professionals interact with each
other during their journey after the diagnosis.
Belina Raffy is a global facilitator, executive development consultant
and course developer specialising in building skills for
adaptation, leadership, collaboration, creativity, and communication. Much
of her work uses applied improvisation techniques and her secret mission
is to “use improvisation to save the world”. She is director of Maffick Ltd.
www.maffick.com
Megha Wadhawan With a background in design thinking and service
design while discerning market viability and business development,
Megha positions herself in the space in between. Her design
management background helps her focus on the interaction between
users and their environments while understanding business needs. She
conceptualizes and executes solutions that provide delightful
experiences.
In the interest of trees, please only print what you need…

5. & Mentors:
Our wonderful team of volunteer Mentors include the following experts:
Ella Britton currently works as a designer and project lead
at thinkpublic using creativity and design to tackle social challenges.
She has a range of experience working with people within health,
education, and the local authorities. Ella has been involved in
coordinating and co-designing the new National Dementia Advisory
Service for the Alzheimer’s Society using her engagement skills to
enable people with dementia to participate in the design and service
development process. More recently she has used these skills to bring
local authorities closer to the communities they serve through co-
creating and prototyping innovative new services. Ella also co-founded the collective
The Strive For Happiness which looks at creative ways to connect people and explore
the role of happiness in society today.
Patrick Connelly is a creative optimist working in branding, design, and
art direction for sustainability. He has ten years experience in the
creative industry. The past two have been spent as the lead designer at
Futerra Sustainability Communications www.futerra.co.uk – Europe’s
largest sustainability
communications agency. At Futerra, he creates cross-platform
campaigns for global brands and NGOs including: Heineken, Unilever, Nokia,
PwC, L’Oréal, Greenpeace, and the United Nations. Patrick has also taught
communication design in both in the UK and Canada and holds a Master of Design
degree from NSCAD University.
Eliana Martella is currently a Principal at PDD
(http://www.pdd.co.uk/) and specialises in strategic people and
experience research to drive innovation and define strategies for
product and service design, and for marketing and business. This
involves uncovering opportunities, modelling experiences, developing
action plans, designing and implementing strategic programs, and
articulating the metrics and methods to measure effectiveness. Eliana
has over 11 years of research and business experience, and over 10 years of
professional experience in the private sector. After a career as a Fashion Designer in
Rome, Eliana held appointments as an academic researcher and in Europe and the
United States and since 1999 she applied her academic knowledge to the private sector
as a Product / Programme Manager and Product / Service Experience Design
Strategist. Eliana holds a Ph.D. in Cultural Anthropology, a M.A. in Sociology and an
ABD for a M.S. in Human Computer Interaction/Human Factors and Ergonomics for
Design. More information is at www.elianamartella.com
Luke Nicholson is the Director of More Associates. He leads on
design strategy, and is responsible for joining up the many
disciplines that we use. He designs commercial and policy
strategies that help everyday people to effectively address
climate change, while helping our clients to benefit from
producing real change in the real world. Luke has experience in information and
experience design, art direction, user-centred design, sustainable design, brand
In the interest of trees, please only print what you need…

6. strategy and systems architecture. He advises government, corporations and NGOs on
design strategy and climate change communications. He loves learning new things, and
sharing them with others. In his spare time he enjoys cycling, photography and poetry.
As well as being part of the organising team, Belina Raffy will be joining
us in a mentor capacity. See details above for her bio.
Bruno Taylor is Director and Co-Founder of commonground - a
people-centred design practice driven by social challenges. Their work
involves researching, developing and delivering service innovation to
socially minded organisations keen on creating user-driven experiences
of their services. commonground has worked with NESTA, the Design
Council, RSA, Gulbenkian, Age UK Hackney, Camden Council, Worcestershire council
among others. Bruno studied MA Industrial Design at Central Saint Martins before
working for Design Against Crime Research Centre as an associate Design
Researcher. He teaches a Service Design short course programme at the university
and also regularly gives lectures on service design and socially responsive design.
Salim Virani started in web technology in 1996 and has since founded
a number of startups, ranging from technical service providers to
consumer e-commerce sites, and a digital media department for a
major advertising agency. In 2010 he co-founded Leancamp, a global
community event that combines Lean Startup, Agile, Business Model
Generation, Design, and other disciplines – to find market traction
faster. Salim now works with a few startups, thought leaders and
universities, sharing the new methods sparked at Leancamp.
What you need to bring with you: (Jam-ping Kit!)
Just like if you were to go camping, when you come a-jamming, there are a
few things we would like you to bring with you to make your experience
comfortable, productive and sustainable! This is the ‘Jam-ping Essentials
Kit List’.
As this event has been organised almost entirely for free, without financial
sponsorship, as well as the fact that the theme is ‘sustainability’, we are
asking participants to help us crowd-source as much stuff as possible so
that we don’t need to spend money we don’t have or purchase material
goods we don’t really need! Together we have everything already – this is
the power of collective pooling ☺
One thing that we do need to pay for however – slightly unexpectedly so
apologies for the lack of heads-up – is £200 towards staff costs at the
In the interest of trees, please only print what you need…

7. venue – which is still very generous indeed. On Friday we will be asking
participants for a donation of up to £4 per person – depending on how
many of you there are on the day! We hope you won’t mind contributing
towards making this event happen.
So…..
Food:
- Pret a Manger have kindly supported our event by agreeing to donate
their surplus food from two nearby stores on the evening of Friday
and Saturday to feed our hungry participants. This is great! However,
it also means that we are not entirely sure how much we will receive!
We anticipate it will be a substantial amount, however, it would be
great if you could bring along something to share particularly on
Friday night – from your home country would be great – to add to the
mix. Snacks, sandwiches, salads, cakes – this kind of thing is all
welcome! The rest of the time we will direct you to local cafes and
take-aways – where we have negotiated discounts for our
participants – to fuel your firestorms of creative energy. (More details
below).
Drink:
- We will have coffee, tea and water on the go, but for other types of
drinks, the event is a BYO extravaganza – Bring Your Own beer,
wine and drink for the Friday night unwind session in particular, the
rest is up to you!
- Bring your own mug! In the name of sustainability – and following in
the spirit of camping – please bring along a mug which you can re-
use for hot drinks during the weekend.
Stationary:
- Please bring paper, pens, notebooks, post-its, coloured things –
anything you feel you might need stationary-wise to document your
creative insights. We will provide a portion of this, but we need to pull
together as a crowd in order to make sure there is enough to go
around! We all probably have this kind of things lying around at home
(or in our offices!) which we can happily bring. So please do!
Technology:
In the interest of trees, please only print what you need…

8. - Bring your own laptops, mobile phones, cameras, usb sticks – all
the tech you feel you might need to jam effectively and produce an
outcome. There will be wireless internet access and plug sockets
available.
Local Food Discounts:
We have arranged for the following discounts at local, independent food
outlets in the area for our Jam participants. Just quote ‘Sustainability Jam’
and enjoy!
25% off @
15% off @
10% off @
The Innovation Warehouse
In the interest of trees, please only print what you need…

9. Further Reading List:
If you would like to get your head stuck in a few books and articles before
you come to the Jam to kick-off some juicy thought processes, take a look
at the recommended reading below, put together by the organising team:
Service Design:
Gray, D., Brown, S., Macanufo, J. (2010) Gamestorming: A Playbook for
Innovators, Rulebreakers and Changemakers, O’Reilly, CA.
http://cdn.oreilly.com/oreilly/booksamplers/9780596804176-sampler.pdf
Kimbell, L. (2010) ‘From User-Centred Design to Designing for Service’,
Presented at the Design Management Conference.
http://www.lucykimbell.com/stuff/DMI2010_kimbell_draft.pdf
Shostack, L. (1983) ‘Designing Services that Deliver’, Harvard Business
Review No. 84115.
http://www.semanticfoundry.com/docs/servicesThatDeliver.pdf
Thackara, T. (2005) In The Bubble: Designing for a Complex World, MIT
Press.
Thackara, T. (2011), Doors Of Perception Blogspot, ‘about design for
resilience’, http://www.doorsofperception.com/
Sustainability:
Benyus, J. (2009) ‘Biomimicry in Action’, TED Talk, Jul 2009,
http://www.ted.com/talks/janine_benyus_biomimicry_in_action.html
BioRegional and WWF (2011), One Planet Living: Ten Principles of
Sustainability, http://www.oneplanetliving.org/index.html
Hawken, P. (1994) The Ecology of Commerce, HarperBusiness, New York.
London Sustainable Development Commission, (2007), A Greater London:
Making it happen,
http://www.londonsdc.org/documents/making_it_happen_scn_12Oct07.pdf
McDonough, W. and Braungart, M. (2002), Cradle to Cradle, North Point
Press. See online: ‘Cradle to Cradle case studies’
http://www.mcdonough.com/writings_c2c_case_studies.htm
In the interest of trees, please only print what you need…

10. McDonough, W. and Braungart, M. (2003) ‘Design for the Triple Top Line’,
http://www.mcdonough.com/writings/design_for_triple.htm
New Economics Foundation (2009) The Great Transition,
http://www.neweconomics.org/publications/great-transition (And other NEF
reports – they are all worth a look!)
WWF (2010) Living Planet Report 2010,
http://wwf.panda.org/about_our_earth/all_publications/living_planet_report/
2010_lpr/
A Big Thanks From Us! (Especially if you’ve got this far…. ;)
We are looking forward to meeting you and here’s to an enjoyable,
successful and productive weekend ahead!
The London Sustainability Jam Team
x
In the interest of trees, please only print what you need…