Inspired by a similar campaign run by Fritz Hansen in 2009, Beth Dickstein of BDE reached out to 10 charter members with her vision for Be Original. All of them signed on. The manifest includes top executives from Alessi, Artek, Bernhardt Design, Cassina/Poltrona Frau/Cappellini, Emeco, Flos, Fritz Hansen, Herman Miller, Ligne Roset and Vitra. Through a series of educational programs, lectures and workshops, Be Original hopes to raise awareness and engage in dialogue about the inherent value of innovative and original design, and how to identify it. In particular, the group hopes to influence the younger generation of emerging designers and students.