One of the design solutions Tom and I came up with was to substitute the editorial credits on the back cover with an alphabetical listing of every stakeholder in the production of the magazine - from couriers and print production people to the CEO. We ended up with over 60 names, and we all thought that was a powerful exemplar of their practice, but it wasn't until production it that it showed its real potential.

While I was ringing around for the names of contributors, one of our suppliers was confused and asked what we wanted the names for. This led to a ten minute, highly exploratory discussion about social accountabilty with someone who'd never heard of it before. He'd never been credited on a magazine before, but he'd done work for hundreds of them. He may have thought I was a bit weird, but he went home that evening and told his flatmates, his partner or his mum all about it, and that that device has spread AA's message further than we know.