Global Assessment Report on Disaster Risk Reduction 2013
From Shared Risk to Shared Value: the Business Case for Disaster Risk Reduction

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The GAR 2013 brand iconography is based on an image of a person holding an inverted
umbrella. The inverted “A” in the GAR 2013 logo is a resonance of this motif.
The person holding an inverted umbrella is about seeing something from a new perspective, a call for creative responsiveness to change. A simple ubiquitous tool, proposed in a new way... the grandest breakthroughs often come from such humble beginnings.
The image represents acting to overturn a legacy of apathy and ignorance. GAR 2013 provides clear and actionable information about the risks and rewards of disaster risk reduction, as well as a wealth of information about how we unwittingly generate, and exacerbate, risks.
The icon also represents the key message of GAR 2013: “Creating Shared Value.” This is nowhere more evident than in the power that each of us has to work together to make our societies more resilient, to reduce disaster risks and enable responsible use of resources. Rain drops, one at a time, may seem insignificant, but given a platform to become pooled resources, they can quickly become a powerful force for good.
Thus, the inverted umbrella is an icon of positive empowerment, advocating disaster risk management as an opportunity rather than a cost, something which makes you — your city, your business, your supply chain, and yourself — more sustainable and more competitive.
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