Derived from the latin manifestum ‘to make clear and conspicuous’ a Manifesto can be deployed as a declaration of intent, a refining and defining of ideals, an outpouring of dissent, or an ideological break with the dominant, the archaic and the obsolete.

This paper reflects upon the designers enduring obsession with the manifesto as agent for change. It specifically focuses upon the First Things First manifestos of 1964, 2000 and 2014, which have established a locus for rumination and heated debate about the role of graphic design in advertising. It considers the changing contexts in which each has been presented and the recurring themes of guilt, anger and vocational frustration. Whilst notable detractors, including Michael Beirut and Andrew Howard have highlighted certain flaws and hypocrisies the First Things First model continues to serve as a rallying point for the disaffected.

Looking towards possible parallels within contemporary Indian graphic design the author questions whether such a model - detached from the economic, social and political contexts - could ever be valuable as an agent for change.

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