Issue 30 – August 2011
Starting off with a gentle dare: 'Don't read this, it's boring…' the ISO Annual Report 2010 – by the world's largest developer of international Standards – takes a somewhat surprising, challenging, and innovative approach. Using straight-forward language, striking images, bright colours, and occasional humour, the Annual Report's objective is to make ISO's 'human face' visible and encourage a wider audience to identify with its work.
ISO Secretary-General Rob Steele explains, 'We wanted to challenge people's perceptions about Standards. Most of us take them for granted, think that they are boring, and only realise their importance when they are absent. But what we forget the most is that, although technical in content, Standards are above and beyond all about people and about improving our quality of life – this is the core message of ISO's 2010 report. To make sure that this message gets through, we made a report that we figured most people would enjoy reading.
'Spreading the word about ISO's work is crucial to further promote the development of Standards that are important for people,' says Steele. 'That is why I strongly encourage everyone to read it and to send it to their colleagues, friends, and family. Expect to be surprised, as the report puts it: you might even decide that 'ISO' could stand for “Interesting Stories Organisation”.'
Key features of the 2010 Annual Report of ISO.
- Exclusively online, aims to reach out to today's nearly 2 billion Web users, while being environmentally friendly
- Designed specifically for the internet with a user-friendly interface and visually appealing graphics
- Provides an interactive experience and a wealth of information through different media (video, images, and links)
- Allows readers to immediately access ISO's numerous publications
- Emphasises ISO's commitment to sustainability, communication, and new technologies.