THE STORY

 

Public Action was established in 2012 as a new social contribution, a visually rich non profit project appearing on print, iPad as well as online. It calls into question the conventional way of confronting social themes through art, design, and the visual culture.

It is all about visual rhythm. Visual rhythm is a representation of avant-garde drama. One genre and source of inspiration is Arte Povera, which literally means poor art. Arte Povera is a modern art movement organized by Italian art critic Germano Celant. The term was introduced in Italy in the 60’s and 70’s when artists began attacking the values of established institutions and culture.

Readers are 25-45 years old urban citizens and Nordic change agents, who take a passionate interest in contemporary art, design, photography, urban activism, local food and music. In 2013 the magazine concentrates on a variety of universal themes including: Friendship, Work, Love, and Family issues.

The work of Public Action is based on an sharp vision of subject matter that is relevant on content that is distributed to each and every media platform. The process is ”curation”. And what is the Public Action credo? ”Think. Join. Help.”

Public Action project was started by Editor, Curator and Creative Tiina Alvesalo.

”I am a passionate change agent. My mission is to raise the awareness of social issues throughout art. Even the smallest actions towards these issues are important. A concept must be selective, attractive and elegant. It should take action towards a more responsible society. The content deals with what it means to be human and defines new communities and responsible companies. Visual communication arises in unexpected angles. It’s about questioning the conventional way of thinking. It is a symbol of hope.”

It is all about visual rhythm. Visual rhythm is a representation of avant-garde drama. One genre and source of inspiration is Arte Povera, which literally means poor art. Arte Povera is a modern art movement organized by Italian art critic Germano Celant. The term was introduced in Italy in the 60’s and 70’s when artists began attacking the values of established institutions and culture.

A decade ago Alvesalo established the self-published PÀP Magazine, which was distributed in 24 countries worldwide. The PÀP was the first internationally recognized ”style bible” born in Helsinki, Finland. Alvesalo directed ”Manifest Magazine – Homeless” for Artek During the World Design Capital theme year 2012. Alvesalo has worked in several art and book projects as well as international design, fashion, jewel and watch, technology and food industry projects.

Alvesalo has 20 years work experience as a creative and journalist in established Nordic and international media companies: Sanoma Magazines, Bonnier Publications, Talentum, Forma Publishing, A-lehdet, WSOYpro, Nelonen, Janton, Otavamedia Oyj, RCS Mediagroup S.p.A. Alvesalo’s city of the soul is Milano, where she lived before.

Public Action No. 1 ”Hunger Edition” was released in 2012 in national hunger day cooperation with Finnish Red Cross. The philosophy of the magazine is inspired by Martin Luther King’s ”I Have a Dream Speech”. The first iPad magazine was published in January 2013 in cooperation with the digital publishing company Richie Ltd.

Public Action No. 2 ”Friendship Edition” came out on Saint Valentine’s Day in 2013 cooperation with Design Forum Finland. The quotes appearing on the magazine are from Virginia Woolf’s literature. From new iPad publishing platform the magazine offers an innovative mix of content: videos and animation.

Public Action No. 3 ”Work Edition” came out on April 2013 in conjunction with Makia Clothing, Vallila Interior and the Finnish ”Green” company Ekosähkö. The philosophy of the magazine is energised by Marx’s ”Das Capital”. It introduces a new generation of the working class in the field of art, fashion, design and urban activism.

Public Action No. 4 ”Love Edition” was released in September 2013 during operation Suspended Coffee Helsinki in conjunction with Vallila Interior, Nokia and Design Forum Finland. The quotes appearing on this issue were taken Public Image’s ”This is Not A Love Song.”

www.publicaction.fi

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Read Public Action No. 1 ”Hunger Edition” here

Public Action No1 2012

 

 

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