HIPPIES (1960s)

Concept Design

142MPK4679 Alfred Pesik

143FGA4769 Claudia Eva Ganda
143MDG4785 Kelvin Darmawang
143FAA4781 Nadhira Anindita
Introduction
The hippie movement was a youth movement that started in the
1960’s; their ideology is Peace, love and freedom. They strongly
opposed the war that America participated in Vietnam. Their
behaviours caused them to be judged by the main society as
apostasies, which include using illegal drugs, growing their hair long
for the male to avoid conscription and engaging in free sex activities.
Those juvenile were the children, loaded with tangible materialistic
goods from their bourgeois parents, some of them lacked of
affections, psychological and spiritual needs, but all of them held the
thirst of change and freedom. As soon as their actions exposed by
the media, a journalist Michael Fallon wrote an article called “A New
Haven for Beatniks”. He was the first who called “hippies” to the San
Francisco kids in 1965. By 1967, the mainstream media continued
to use the terminology to identify the juvenile on the San Francisco
streets.
Concept Development
The hippie attitude towards the public is passive, yet their views towards
the government are negative. They dislike the idea of the Vietnam War
so much, they refuse to be conscripted and grew they hair long and
they also involve themselves with lots of protest may that be with their
own movement and helping other movement such as black panther and
other social issue activity during the 1960’s. Their attitude towards the
other race is laid back, and they are known to live peacefully with the
African­Americans, Hispanics, and the homosexuals in their place of
residence. They desire to live peacefully among all race of people and
world peace.
America during the 1960’s has always been seen as well mannered
country, and also has stayed away from the having taboo conversations
during the dinner time for most family. After the movement of hippie has
started to grow, many more youth has decided to join the movement
and lived in communal community, in most of the hippie community, they
have a social structure much like a normal society would yet their big
difference is, in their ideology which is to live freely, therefore, they had
the freedom to experience drugs, engage in sexual activity that deem
unacceptable in main society, and their desire to be closer to nature.
They are broadly idealistic; and seek to change the world and the
attitudes of people in it
The hippie subculture known philosophy is “Peace, Love and Freedom”.
They word peace and love is to represent their goal live among each
other peacefully no matter the race, religion or sexual commitment. The
word freedom is to be free from the clutch of American government,
which they saw at the time of being evil from their exercise of power of
conscription for the Vietnam War. Out of these words, they have affected
future generations is various ways, much like the selfless way of hippie,
the creation of WWF which is an organisation that help fight for animal
rights and protection. Another example is the expression “pay it forward”
it means, the creditor offers the person in debt the option of “paying” the
debt forward by lending it to a third person instead of paying it back to
the original creditor. Debt and payments can be in the form of money or
by good deeds.
Towards the end, the hippie movement eventually disappeared, only
few places still practices the hippie way, and some group of people still
embodied the hippie way of live. They value nature and other human
beings; this is evident by the organisation WWF, Green peace, and
many other eco activist movements. Every one of us has the potential
to have hippie value within us, by being caring to the environment and
also being kind to other people, already align our self with their value.
Which made us question our group; in what way can we bring about a
movement or a product that would help encompass the value, attitude,
philosophy and ideology of a hippie.
Campaign Design
In homeless organization based in Australia the statistics for the Census
of Housing and Population and the AIHW Specialist Homeless Services
data collection state that currently there are 105.237 people in Australia
who are homeless. In New South Wales itself, there are 28.190 people,
20.4% increased since 2006.
With this information, we came up with a campaign that combines the
Hippies core value and 20th century needs. Hippies core values are all
about equality, they are all about living peacefully harmony with one and
another as all as with the nature. We are taking the spirit of Hippies to
help other people in needs.
The community itself is a non­profit organization. With half of the money
we received from the cycling we are going to use it to plant new fruits
to be used in the smoothie. And the rest of the money goes to the
homeless organizations in Sydney.
We created a poster with an illustration of our rpm to promote our
campaign. The colors that we used are bright color palettes to show
some energy. The main reason why we use RPM as our main attraction
is because indoor cycles are good for health, and we want to take away
the negative lifestyle that Hippies brought towards drug by motivating
people to join the activity that has to do something with sport.

Back in the 1960s, the hippies were helping the black people to fit in
with the white people. In the era of segregation, the white people of the
Hippies took minor part in the civil rights. They helped the minority to live
among them. The fact that the Hippies are ready to help people inspires
us to do the same, to create an organization to help the homeless.
“Sweat to help” is our main campaign. The way our campaign work is
by providing an indoor cycle from RPM classes, and connects it with a
juicer on the back (illustration below). We will put the RPM on the parks
to attract people. We will not put a price on using the RPM itself it will be
free. The smoothies we create from all the cycling will be sold with ‘pay
as you like’ system. More or less like a fundraising. The money goes to
the community and for those in needs.
Poster Design

SWEAT TO HELP ! SWEAT TO HELP !

Find us: Find us:

Around Sydney Parks . 9am - 5pm Around Sydney Parks . 9am - 5pm
www.hippiefit.com www.hippiefit.com
Mock Up
Mock Up
Conclusion
In conclusion, “Sweat to help” is another way of making a difference
in terms of helping the people in need. Besides helping those
our main target which are the homeless people. We are also
encouraging people to have a healthy lifestyle. Therefore we can
safely say that we managed to create a product that embodies the
value of hippie which is to help fellow human being if we align with
the mottos of peace
Glossary
Aesthetic: Giving or designed to give pleasure through beauty. (Apple
Dictionary)
Anthropology: The study of humankind, in particular the study of human
societies and cultures and their development.
Apostasies: Relinquishing of a religious belief.
Argot: Slang, secret language, patois, patter.
Assemblage/ Bricolage: A creative process.
Attitude: Settled way of thinking or feeling about something.
Bourgeois: Belonging to or characteristic of the middle class, typically
with reference to its perceived materialistic values or conventional
attitudes.
Class: Social division, rank, grouping. Orders, or levels of society based
on perceived social, or economic status.
Collaboration: Action of working with someone to produce something.
Colonization: Settle among and establish control over indigenous people
of an era.
Conscription: Compulsory enlistment for state service, typically into the
armed forces.
Counter-Culture: a way of life and set of attitudes opposed to or at
variance with the prevailing social norm.
Culture: The arts and other manifestations of human intellectual
achievement regarded collectively.
Cultural Hegemony:One social class can manipulate the system of
values (and more) of a society in order to create and establish a ruling
class world view that justifies the status quo of bourgeois domination of
the other social classes.
Dada: Nonsense.
Deconstruction: A theory of analysis, “taking to pieces”.
Design: Applied arts (and crafts), decorative arts (and crafts), and
applied science and technology.
Design Philosophy: Fundamental guiding principle to create or contrive
for a particular purpose or effect.
Design Process: To prepare the preliminary sketch of plans for a work to
be done.
Dialogue: Interactive conversation between two or more individuals.
Doodle: A rough drawing made absentmindedly.
Enculturation: Person learns the requirement of the culture which they
are surrounded by and develops the values and behaviors that are
appropriate or necessary to the culture.
Fringe: Unorthodox, innovative, left-field, radical, off-beat, Avant-garde,
(or even left out): living out on the borders, on the edges, margins of
society.
Hegemony: Dominance, authority, control power; one social class can
manipulate the system of values and mores of a society in order to
maintain power.
Ideology: A system of ideas and ideals, especially one which forms the
basis of economic or political theory and policy.
Improvisation: Act of improvising.
Irony: Expression of one’s meaning by using language that normally
signifies the opposite, typically humorous or emphatic effect.
Lingua Franca: To make things by hand (including measuring), “working
language” or “bridge language”.
Mainstream: The ideas, attitudes, or activities that are shared by most
people and regarded as normal or conventional.Methods of Design:
Conceive plan, devise, create, fashion, drawing, including critical
thinking.
Glossary
Mores: Essential or characteristic customs and conventions of a society
or community.
Multiculturalism: Relating to or containing several cultural or ethnic
groups within a society.
Neo-Tribe: Response to civilization, corporation/ state society, wherein
smaller social groupings of like-minded or themed communities are
formed.
Passive: Accepting or allowing what happens or what others do, without
active response or resistance.
Paradigm: a typical example or pattern of something; a pattern or model
Philosophy: Theory or attitude that acts as a guiding principle for
behavior.
Post-Colonial Theory: Study of the effects of colonialism on cultures and
societies.
Post-Modernism: Position that reality is not mirrored in human
understanding of it; critique of what is real.
Racism: Belief in superiority of a particular “race”.
Sarcasm: The use of irony to mock or convey contempt.
Sexism: Gender discrimination or devaluation. Attitudes based on
traditional stereotypes or gender domination.
Simulacra/ Simulacrum: A slight, unreal, or superficial likeness or
resemblance. An effigy, image, or representation.
Sociology: The study of the development, structure, and functioning of
human society.
Status Quo: The existing state of affairs, especially regarding social or
political issues
Stereotype: Image perpetual without change. Attributes that people think
of a particular group.
Style: Aesthetic values; prevailing mode of expression; distinctive
appearance. Way of doing things: making, composing, and using
language symbols. Constructed from culture that is both tangible and
intangible.Can be constructed from rejection, rebellion, rule breaking,
and subversion.
Subculture: A cultural group within a larger culture, often having beliefs
or interests at variance with those of the larger culture.
Subversion: refers to an attempt to transform the established social
order and its structures of power, authority, and hierarchy. Subversion
(Latin subvertere: overthrow) refers to a process by which the values
and principles of a system in place, are contradicted or reversed.
Supremacy: And or harmful intent of thought and action.
Taboo: Prohibited or restricted by social custom.
Tribe: “Social group” existing before (or within or outside of) the
development of states, societies, or countries.
Value: Principles or standards of behavior; one’s judgment of what is
important in life. (Apple Dictionary)
Vernacular:­the language or dialect spoken by the ordinary people of a
country or region.
Zeitgeist: The defining spirit or mood of a particular period of history as
shown by the ideas and beliefs of the time.
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