dask: what life would be like after the earthquake
August 18th, 2010 by lifeproof
There was a disastrous earthquake on August 17, 1999 around Kocaeli, which is the neighboring city to Istanbul, Turkey. Approximately, 30 thousand people died, tens of thousands of people became homeless. After the earthquake, DASK (Turkish Catastrophe Insurance Pool) was established, which is an organization in Turkey that works with the World Bank to make sure that all citizens are insured against potential catastrophes that might happen in Turkey.
Compulsory Earthquake Insurance is a new insurance system which is created to ensure the compensation of the material damages on dwellings caused by Earthquakes. Following a comprehensive research, this system is created with the cooperation of the World Bank, Turkish Government and the insurance sector and its fundamental purposes.
However, 10 years have passed since that earthquake and still a significant majority of people have not insured their homes. Therefore, DASK has commissioned a media campaign to change perception of the people and raise consciousness about what would happen after the earthquake. This media campaign was built on the strategy that people believed that if an earthquake happens, they would die. Yet, the research shows the opposite: if an earthquake happens, 99% of the people would live and 57% of the houses would die.
This means that “the earthquake will pass and life will continue”, but how will it continue? So, they prepared the media campaign, which you can watch below, to show people how would life be after the earthquake.
The result, as they state, was outstanding. The insurance rates skyrocketed, since people’s perception about the earthquake changed from a catastrophe that would kill to a catastrophe that would make you homeless.
This campaign is a very good example to show the importance about strategic approach to a perceptual category in the target audience’s mind and how would relevant communication may change that perception.
Tags: August 17 1999, catastrophy insurance, communication strategy, DASK, earthquaek in turkey, earthquake, insurance, interpersonal communication, Istanbul, kocaeli, perception, perception management, perceptual categories, strategical communication, strategy, the World Bank, Turkey, Turkish Catastrophe Insurance Pool
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mocumentary: the majestic plastic bag
August 18th, 2010 by lifeproof
Heal the Bay is an NGO, which is dedicated to improve the condition of Santa Monica Bay that was treated like a dumpster of the region.
They did it for those who simply wanted to swim, fish or surf safely in clean water. And they did it for the marine life that was suffering from some of the highest levels of contamination found anywhere along our nation’s coastline.
Since 1985, they have won very significant victories in legal terms that helped better the condition of the bay, including the Clean Water Act.
They have broadcasted a mocumentary very recently, which is narrated by Academy Award Winning actor Jeremy Irons, that
tracks the “migration” of a plastic bag from a grocery store parking lot to the “Great Pacific Garbage Patch” in the Pacific Ocean.
It is extremely influential to learn the hardships that a plastic bag experiences on the grand path until the final destination. Poor, poor bag.
Tags: Academy Award, activism, activism marketing, activist advertising, activist design, activist marketing, clean water act, environment, environment friendly, environmental activism, environmental consciousness, environmental hazards, environmental protection, environmentalism, Great Pacific Garbage Patch, Heal the Bay, jeremy irons, marketing activism, migration of a plastic bag, mocumentary, ngo, plastic bag
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crisis: welcome the homeless back in
August 15th, 2010 by lifeproof
This new consciousness raising campaign, which is again about the homeless: the second greatest product (after unemployment) of the economic crisis, comes from Britain. CRISIS, which is an NGO that works for the homeless, commissioned the film. Jonathan Pearson has prepared an influential advertising film about the campaign, in which there is a man who enters the door, and on the otherside of the door, he is still outside. He enters once again and he is still outside.
Entering a door does not necessarily mean that you are inside.
I have learned this notion the hard way myself, too. So, the metaphor actually caught me. Therefore, “help us welcome the homeless back in.” Here is more information about the film from The Inspiration Room:
Steam Media’s Jonathan Pearson has just completed his latest spec spot for the homeless charity, CRISIS. Written and art directed by Hugo Bierschenk/Dean Woodhouse of BBH the spot realises their vision of the plight of the homeless. The advert, shot with a Canon 5D over two nights in Finsbury Park, focuses on a homeless guy (played by Brendan MacKey, of `Touching the Void’ fame) who’s very much out there on his own. With society not allowing him in, his world is turned literally inside out, upside down. The commercial signs off with the title, “Help us welcome the homeless back in”.
Tags: activism, activism marketing, activist advertising, activist design, BBH, Brendan MacKey, Canon 5D, CRISIS, crisis.org.uk, Dean Woodhouse, economic crisis, economic recession, Finsbury Park, Help us welcome the homeless back in, homeless, homelessness, Hugo Bierschenk, Jonathan Pearson, marketing activism, ngo, social activism, Steam Media, The Inspiration Room, Touching the Void, viral marketing
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SoBi: social bike sharing system
August 13th, 2010 by lifeproof
In April, I have issued here a bike sharing system that was being developed. It was a very good idea, but now there emerged an idea that is even better: SoBi, The Social Bicycle System.
SoBi is different than the others because it integrates technology and bike sharing. After you register to the SoBi network you can see,where the available bikes are, from your iPhone or Android. Then you go to the bike and unlock the badge with your phone, which sends the signal to the system that you have the bike and the GPS device on the bike shows where you go and how long you use the bike. When you are done with the bike, you lock it with your phone and the system shows that bike as available to the other users on the system.
Here is the explanation at their website:
SoBi will be the first public bike share system with the authorization, tracking, and security systems attached to the bicycle itself. SoBi uses GPS, mobile communications, and a secure lock that can attach to almost any bicycle and lock to any regular bike rack. The system does not require separate infrastructure and can be deployed at approximately one-third the cost of existing systems. Administrators will be given powerful tools to manage demand and map patterns of use. Users will enjoy door-to-door transportation and an interactive cycling experience that can track miles traveled, calories burned, CO2 emissions offset, and connections to other Social Cyclists.
They are attending the Pepsi Refresh Project contest and they can win 50K with your votes. The system will be tested in NYC in autumn and then may be developed for other cities and countries around the world. This looks like it would be a great opportunity to bring something that combines web 2.0 and the real life experience.
I have already written about the culture of sharing and that web 2.0 will bring about the idea of share 2.0. Share 2.0 is the idea that you provide a product or service, that you wouldn’t have to serve each person another set, but something that can be shared by the maximum number of people.
SoBi fully corresponds to my idea of share 2.0. And I hope it wins 50K to improve their system. It’s unfortunate for us that we will never be able to experience this in Istanbul… The bikes would get lost in a few hours–never to be seen ever again.
Tags: android, B-cycle, bicycle sharing, bicycle sharing system, bicycles to share, Bicycles you can share, culture of sharing, dynamics of sharing, dynamics of sharing in web 2.0, iPhone, iPhone application, Pepsi Refresh Project, public bike share system, share 2.0, sharing dynamics, SoBi, social bicycle, social bicycle sharing system, the social bicycle system, web 2.0
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