below is a combination of several posts and uploads of the concept over the many years. i thought my erxell imagery would clearly define the concept. however im now hoping the accompanied wording should get the erxell concept message across in a more clear way.
i have sent the erxell concept conceptual idea to many people i thought could help me push it forward. not for financial gain, but because its a solid idea. ive found its not easy pushing a concept - and the erxell concept has taught me this. hopefully it does get instituted in some small measure in my life time - as i feel its a powerful way for communities and economic groups in SA to bridge the many gaps in our urban landscape.
THE ERXELL CONCEPT - REVISED 2006 - 2013
The erxell concept is a
dynamic solution to improve the quality of life in a South African informal
settlement. Creating communicative links
between advertising and a person living in an informal settlement.
South
Africa’s real beauty is its diversity. To enhance this beauty we need to bridge
the gaps between our diverse socio economic and cultural groups. The Erxell
concept is just such a vehicle - a proposed small
conceptual step in this direction. empowering informal settlement dwellers to
create products the advertising machine can see a paid for value in.
Poverty
is the inability to see and act on opportunities. One of the only ways the
financially challenged are going to be able to empower themselves is through the
opportunity of business/advertising buying into a symbiotic relationship. In
other words a mutually beneficial product needs to be created – a glass bead of
trade.
A
concept such as this that I am proposing will need a new unit of measure. This
unit I have termed the ERXELL, so the advertising machine will be buying or
renting Erxells which is a square 1335mm X 1335mm which is 3 cubits by 3 cubits.
The idea sells advertising space Erxells on informal settlement roof space. The
word Erxell is a word I intended which is a play on the words ‘earth’, ‘sell’
and ‘pixel’.
The Erxell measurement has been certified by the Institute of Draughting in South Africa. The measurement of 1 Erxell = 3 cubits X 3cubits. Advertising rents a number of Erxells for a time period –they can then brand their logo on top of 1000 informal homes to create a huge branded sign, viewed from space or incoming airplanes. If the community provides advertising with a clear well managed logo - then the value of the erxells increases. If the community cleverly provides greening and agricultural elements within the advertisement, this will also increase the value of the erxell. Eventually it would be ideal if huge signage was created from an agricultural layer on the roof of the informal settlement. The ultimate value of the informal settlements erxells will need to be determined by clarity of signage and by the percentage green elements used in the end product.
The folk in the homes benefit from a new sponsored waterproofed roof and an income for allowing this signage on the roof – the sign will be so massive that you would only read it from way up high really. Not effecting the urban landscape from ground level.
The Erxell measurement has been certified by the Institute of Draughting in South Africa. The measurement of 1 Erxell = 3 cubits X 3cubits. Advertising rents a number of Erxells for a time period –they can then brand their logo on top of 1000 informal homes to create a huge branded sign, viewed from space or incoming airplanes. If the community provides advertising with a clear well managed logo - then the value of the erxells increases. If the community cleverly provides greening and agricultural elements within the advertisement, this will also increase the value of the erxell. Eventually it would be ideal if huge signage was created from an agricultural layer on the roof of the informal settlement. The ultimate value of the informal settlements erxells will need to be determined by clarity of signage and by the percentage green elements used in the end product.
The folk in the homes benefit from a new sponsored waterproofed roof and an income for allowing this signage on the roof – the sign will be so massive that you would only read it from way up high really. Not effecting the urban landscape from ground level.
This much needed finance can also then be used to plough back into the community and everyone gets what they wanted. The advertising machine will be putting back into a community project. And getting all the lovely advertising it so dearly needs to survive. This Erxell concept is to create and advertising canvas out of all the collective roof space of an informal settlement.
THE
CHALLENGES WITHIN A SOUTH AFRICAN INFORMAL SETTLEMENT.
Africa has age old wisdom that permeates its lonely highways and byways – the concept of “UBUNTU” is one of these timeless gems. It is with this ethos in mind I started exploring improving life in South Africa’s informal settlements in 2006.
Africa has age old wisdom that permeates its lonely highways and byways – the concept of “UBUNTU” is one of these timeless gems. It is with this ethos in mind I started exploring improving life in South Africa’s informal settlements in 2006.
The
biggest challenge is to build bridges between the mindsets of extreme poverty
and ridiculous wealth. As South Africa is an incredible melting pot of cultures and socio economic
groups. The challenges are many and varied - however with proper dialogue and
respect these challenges can be overcome.
If
one drives down JEFF MASEMOLA road in
Khayelitsha and then drives along the
N2. Some people find it very hard to believe these 2 roads run parallel to each
other, not more than a km apart in places. The electrical cable solutions and even the driving styles are so very different - its africa informal mindset running parallel to africa formal mindsets. the 2 are moving away from each other - never really looking to converge in the future. the erxell concept hopes to get one to notice the other in a way that is mutually beneficial.
