Where are they at? Mark Woerde from Lemz

June 15 2015

This week, we catch up with Mark Woerde from Lemz, Winner of the Service & Systems Award and the future Award 2014.

Sweetie was the overall winner of DDA 2014. How is Sweetie doing now?

Sweetie was intended to put sex tourism on the agenda and to demonstrate how easy it is to expose paedophiles. This has been successful. Terre des Hommes has raised about 4 million euro thanks to Sweetie. We are no longer involved with Sweetie. It is now up to the international political scene to continue Sweetie. In addition, Terres des Hommes will continue to exert pressure on offenders around the world.

What has winning the award meant to you?

We were showered with awards around the world, including the Dutch Design Award for Service & Systems and the Future Award. This acknowledgement is important to us. It gave us a great platform for sharing our views on marketing and especially on creativity. We hope to be able to inspire others to use creativity in a similar way. Passing on this message and hopefully also what people will do with it is the major benefit of winning these awards.

Lemz is also working on other projects. Can you tell us what you are working on?

We are currently working on projects for: Ikea, the Staatsloterij and ANWB. I am also working on a new book 'Creative Under Fire'. And there are a few high-profile projects comparable to Sweetie. Such projects run for about 2 years, because we perform extensive analyses before we can start on the design. Hopefully, you will hear soon that one of these projects is a success. If not, unfortunately you won’t hear anything.

From the international jury report: “Sweetie opens the debate about design practice. Who determines the definitions and boundaries? How should designers deal with privacy? And how do we safeguard ethics within the field?” What are you views on this debate?

Where it concerns this debate, we only focus on statements concerning Sweetie. We considered very carefully which information was made public about the offenders. We have chosen not to put them on public trial. We took a conscious decision to leave names and details out. In order to do this, we by-passed various countries’ legal systems. Our objective was to open the debate and to show how you can collect information with Sweetie. Actually, we only caught up with offenders who were sloppy with their online privacy.