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The Challenge:
How to attract
more people sign
the Greenpeace
online campaign
savethearctic.org?
Our approach
It is our aim to motivate
people differently –
with a focus on new target
groups that so far did not
respond to animal-based
communication strategies.
At the same time we asked
ourselves: How to create
a direct connection to this
geographically far distant
region, that is not very
tangible for most people,
e.g. in Germany?
A concept by
Our Solution
Piece
by piece
Summary.
The concept consists of an online and offline
approach. All participants in the petition
savethearctic.org receive geographic
coordinates of their personal “Arctic piece”
and are able to display it in an online map.
Furthermore, they can track their individual
contribution to a real, physical artwork
that will at the same time attract local attention
in the cities where this ArtWall is set up.
All of this can be shared in social media
through a variety of ways.
For concept details see next pages.
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A project proposal by What Would Harry Do (2013). http://what.would.harry.do
Making it personal.
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The Arctic
The planned
Sanctuary
Some of the greatest characteristics of the Artic:
It is mostly uninhabited, white and vast – and this
is what makes it difficult to build up an emotional
connection for people here.
The Arctic belongs to all of us – this free white
space that can be an inspiring projection surface
for imagination, for art, for a better society, for
international collaboration, for a great future.
3
A project proposal by What Would Harry Do (2013). http://what.would.harry.do
The piece of the
current ArtWall
The piece
you saved!
And it lies in everybody’s hand to preserve this
great blank “nothingness” – piece by piece.
We want to motivate people to take care of
one little piece of white Arctic (e.g. 1 sq cm)
– a specific piece of land with geographic
coordinates that becomes “your own piece
to be saved” and is symbolically appointed
to you upon signing the campaign petition.
Making it
physical.
Your signature, the piece of the Arctic that
you helped to save, is made tangible –
through its immediate effect on the ArtWall.
ArtWalls are set up as temporary,
collaborative artworks in a series of cities
around the globe: On a black wall that
represents a defined geographic region of
the Arctic (a part of the planned Sanctuary)
one square piece is painted white for every
new signature at savethearctic.org.
Exemplary development of an ArtWall in a participating city.
The size of the wall as well as the duration of the event can be
chosen ambitiously to set intermediate goals for the campaign.
4
A project proposal by What Would Harry Do (2013). http://what.would.harry.do
Making
it viral.
Search
Peter Lustig
I just contributed to savethearctic.org with my piece
here in Berlin - that is MY PIECE!
You should also come by and have a look, great idea...
#piecebypiece
Online, everyone can follow the occurring
events in a web livestream, and share
“piece by piece” in social media in several
ways to motivate others to join the campaign.
Besides sharing the “piece of Arctic you
saved” (geographic coordinates/photo of map),
you also get the possibility to complement
your profile picture in Facebook/Twitter with
an individual badge that refers to the “piece
by piece” ArtWall.
1. S
haring “Arctic piece”
you helped to save
2. B
adge/campaign frame
for profile pictures offered
3. Twitter Hashtag
#piecebypiece
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4. Photo postings with the
physical ArtWalls from
local participants and
Greenpeace volunteers
5. F
urthermore: Timelapse
videos of “growing”
ArtWalls in several cities
distributed on video
platforms
A project proposal by What Would Harry Do (2013). http://what.would.harry.do
Like ∙Comment ∙Share
July 12, 2013 in Berlin
Making it
local.
start:
attention
Through offline and online means and
media, we created a closed loop concept.
The public ArtWall events allow the
respective citizens and Greenpeace
volunteers to participate, and it adds a
local offline component to this global
online initiative.
At the same time, the event is regionally
attracting attention and raising awareness;
it allows people passing by to participate.
With local press and individuals reporting
(news, social media) this may potentially
create a momentum.
6
A project proposal by What Would Harry Do (2013). http://what.would.harry.do
access/
encounter
sharing
online/offline
A circular
idea.
feedback
online/offline
signing
online/offline
A multi-dimensional
motivation to sign.
I contribute to
a public live
artwork!
I can show my
engagement via
social media – in
an unusual way!
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A project proposal by What Would Harry Do (2013). http://what.would.harry.do
Qualities of the
campaign
I get a direct
visual feedback
for what I personally contributed!
I help save
the Arctic!
■
tangible
■
immediate
■
personalized
■
visualized
■
participatory
■
local
■
offline
■
cultural / art event
■
multi-channel
■
involving existing
Greenpeace volunteers / info stands
Piece by piece
is a concept by
What Would Harry Do is a creative collective,
bound together by friendship and the objective
to trigger the Harry in everyone.
We are an international group with backgrounds
in many disciplines, and all trained in humancentered innovation. As soon as we find a piece
of passion, we jump on it and just do. And who
the **** is Harry? Find him on our website.
Email
Web
Facebook
Twitter
[email protected]
what.would.harry.do
fb.com/wwh.do
@wwHarryDo // #harryism
Project team
Florian Strenge
Chinh Duong
Hanna Martus
Vanessa Pedroso
Johannes Puschmann
Sebastian Mährlein
Philipp Breil
Next steps & details.
9
A project proposal by What Would Harry Do (2013). http://what.would.harry.do
Campaign elements.
OFFLINE: physical wall
■
■
ArtWall events in different cities
Possibilities to further actively
involve people passing by include:
■children can help to paint white
“pieces”
■have local artists contributing:
an allocation of signatures (white
square pieces) can be used for
artworks within the ArtWall; e.g.
with a local reference (skyline of
the respective city)
ONLINE: savethearctic.org
website for signing the petition
■
livestream to ArtWall event (if any is
taking place at the moment)
■
■
map illustrating collectively claimed
future Arctic Sanctuary (including
personal coordinates)
■
■
offer: special branded badge/frame
for profile picture (Facebook/Twitter
■
ONLINE: savethearctic.org/
piecebypiece (new)
■
■
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ONLINE: for/in Social Media
explaining the new campaign
component and the ArtWalls
documentation of past ArtWall
events in different cities (timelapse
videos, photos)
A project proposal by What Would Harry Do (2013). http://what.would.harry.do
■
■
■
sharing options (directly after online
signing process)
sharing option: “The piece I saved”
(map)
photos taken in front of wall (being
shared)
livestream/recordings of the creation
of ArtWalls going viral
twitter hashtag: #piecebypiece
Resources
Themes
ONLINE
STAFF
■
■
The visual language of the ArtWall
refers to different themes connected
to the Arctic.
– what is needed to make
“piece by piece” reality.
■
■
IT-infrastructure (website incl.
livestream)
mapping tool to coordinate and
distribute “personal pieces” and
ArtWall (city) “pieces”
profile picture generator (like e.g.
www.picbagdes.com)
IN THE RESPECTIVE CITY
- walls (of a reasonable size, in an
attractive location)
■
■
paint and brushes (or: powerful
projector)
volunteers to organize and
implement the ArtWall
(painting) actions in various
cities
add-on: Artists for wall activity
■
■
an art/cultural event in public space
■
square piece resembles a floe
■
Centralized:
management for ArtWall tour/
events
■
IT staff: organizing the
mapping/”piece management”
■
■
■
professional documentation &
PR (e.g. prepare local bloggers
ahead)
■
stable internet connection (for the
real-time transmission of submitted
signatures)
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– why “piece by piece”
makes sense.
A project proposal by What Would Harry Do (2013). http://what.would.harry.do
■
■
reflecting the impermanence of the
Arctic sea
“whiteness”/”nothingness” to protect
making it “white again”, in contrary
to human economic activity in Arctic
everyone is equal (no nationalities)
“Let’s all be citizens of the Arctic”
– collective ownership and
responsibility
What’s new about the concept?
Piece by piece.
New: A variety of sharing options,
especially designed for Social
Media (so much more than “I just
signed ...”)
New: Through the several channels
covered, a much greater audience
is reached. Additionally, it expands
the typical “Greenpeace milieu” and
attracts others with streetart events.
start:
attention
sharing
access/
encounter
online/offline
The greatest difference is that
you now get a feedback other
than just be listed in the petition.
New #1: A dedicated location in
the Arctic for that you are called
responsible for (ONLINE).
New #2: With your signature,
you contribute to an artwork
(PHYSICAL).
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feedback
online/offline
A project proposal by What Would Harry Do (2013). http://what.would.harry.do
New: An offline access point
is created through the public
ArtWall events.
signing
online/offline
New: At the information stands
present next to the ArtWall
events, offline signatures are
compiled.