When Michael Sorkin, the architect, writer and scholar, accepted the design mind award, he said, "I'd like to thank Harvey Weinstein, Sue Mengers... Oh, that's the wrong speech".
However, advocacy is a new departure, and if the response to his Mind award from posters on his personal blog is anything to go by, there are plenty of people queueing up to pat him on the back.
Taken together, it places him firmly among the ranks of celebrities and public figures such as Ruby Wax and Fry (winner of the same Mind award two years ago) who speak openly about their illnesses.
But MTV has championed Mrs. Aung San Suu Kyi's cause, naming her the recipient of its "free your mind" award at the MTV Music Awards in Edinburgh this year.
Pentagram partner Michael Bierut certainly deserved his Design Mind award, and Tom Kundig his Architecture Design award, but it would have been nice if they had been recognized before they became megastars.
When Ross Lovegrove, the Welsh industrial designer, took to the podium to present the Design Mind award to Janine Benyus, the biologist who invented biomimicry (design that looks to biology for inspiration), he made a great play of unfolding his notes, finally brandishing a large blue poster.
