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A Systems Story in a new and accessible way

Posted by Marc van Gurp | 21-08-2014 21:00 | Category: Design, Environment, Health

BEE Environmental Communication: Systems Thinking.

This seems off topic, it isn’t about a cause, person or organisation. It is about System Thinking, a concept for understanding and solving complex world problems, from climate change, to public health care, and beyond. Therefore it is very relevant for the world of social marketing.

The problem is that system thinking itself is complex. This is why the team of BEE Environmental Communication decided to explain this very useful but quite technical concept in an easy-to-understand way. Illustrated with an universal example: love.

BEE Research Manager Sarah Czunyi: “On six-sided cubes, we created images that told different stories within one set of blocks. Each scene of the video uses a unique set of cubes, which when turned around illustrate a distinct component of the systems thinking ‘recipe book’ – yet clearly, all are connected in a bigger system and sub-systems.  And the fact that we used these alphabet cubes, often thought of as simply children’s educational toys, illustrates that even something as complex as systems thinking should and can be accessible to a wider audience.”

More about the origin and background of the project here.

BEE Environmental Communication

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The new Greenpeace ad is fragile just like the Arctic is

Posted by Marc van Gurp | 18-08-2014 21:30 | Category: Environment

Emma Thompson for Greenpeace about the Arctic: Without the Ice the Earth Will Fall

Well done by Greenpeace. It’s the newest part of the campaign about the arctic done in a fragile and almost meditative way by actor Emma Thompson.
She and her daughter Gaia Wise spent 10 days on board the Esperanza in the Arctic bearing witness to the pristine and fragile environment. Follow their journey here.

Emma is reading a poem entitled ‘Without the Ice the Earth Will Fall’.

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Don’t be that guy with the knee high athletic socks

Posted by Marc van Gurp | 12-08-2014 14:00 | Category: Environment

Denver Water: Don't be that guy. Don't water when it rains.

I have often written about the ‘Use only what you need’ campaigns from Denver Water. It’s my favourite behaviour change campaign, now already in the tenth year.
In recent year agency Sukle used mainly text and objects in public space. This year the agency use funny characters.

Each campaign items shows a recognisable character, someone you do not want to be. It is one of the golden rules in behaviour change and ‘Use only what you need’ proofs that it is highly effective.

I did an interview with the agency name giver Mike Sukle last year about the ongoing campaign. Read it here.

We made a Pinterest board with a a lot of print ads and photo’s from all Denver Water campaigns made by Sukle. See it here.

Denver Water
Sukle Advertising & Design

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A message liquid as water: Save water, shower with a friend

Posted by Marc van Gurp | 10-08-2014 21:00 | Category: Environment

Envolve Project: Save water, shower with a friend.

Bridge the gap between charitable foundations and younger people is the goal of The Envolve Project. “Using modern imagery for new media that acts as a call to arms for humanitarian and environmental causes” is their statement on Facebook.

These two video’s, flagged with the hashtag #donatewaterproject, is their first attempt.

Above is a simple message: Save water, shower with a friend.
There is another way to save water with a shower. Why not combine these two ideas?

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New Zealand banknotes tell you why you should donate to nature

Posted by Marc van Gurp | 8-08-2014 11:30 | Category: Environment, Fundraising

Forest & Bird: The New Zealand banknotes tell you why you should donate to nature.

This fundraising campaign makes clever use of the images that are on the New Zealand banknotes. Images that are known to every citizen of the country.
The campaign is made for Forest & Bird the conservation organisation in New Zealand. They receive no government funding, relying solely on revenue from membership fees. To encourage new members to join, they wanted people to see for themselves how their membership fee of just $5 can make a big difference – it can literally put an endangered bird back in its natural environment. To target people with higher disposable incomes they also did $10 and $50 versions.

The idea with the banknotes isn’t new. Joe la Pompe has the examples here and here.
For me, the reuse is no problem because of the relevance.

Related Forest & Bird post:
- New Zealand’s rivers, oceans and public conservation land is up for sale

Forest & Bird
Ogilvy & Mather New Zealand

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New Zealand’s rivers, oceans and public conservation land is up for sale

Posted by Marc van Gurp | 5-08-2014 15:00 | Category: Environment, Government

Forest & Bird: New Zealand’s rivers, oceans and public conservation land is up for sale.

Forest & Bird: New Zealand’s rivers, oceans and public conservation land is up for sale.

New Zealand’s rivers, oceans and public conservation land is up for sale to the highest bidder, and Forest & Bird wants to stop it. The New Zealand government is currently selling exploitation rights to 925,200 hectares of conservation and private land, and more than 39 million hectares of ocean, through an international tender process. 

Forest & Bird is a ngo that wanted to bring to the attention of the New Zealand voting public (its election year in New Zealand) that the government had put large amounts of public land and oceans have been put “on the block” for companies to tender for to prospect for minerals, fossil fuels and oil. Also through a large government irrigation subsidy the New Zealand freshwater is also being sold to commercial interests.

Graphic Designer Marie Holdaway made the campaign pro bono in eye-catching, legible and authentic ‘real estate’ billboard designs.

Marie Holdaway: “I’m sure we’re all aware that most real estate signs are more about catching your eye and screaming ‘FOR SALE!!!’ than they are about beautiful pieces of art, so I thought it was important that these billboards mimicked the in-your-face, bold and bright real estate property signs in order for the message to be conveyed strongly.
I designed 11 billboards all up, which are erected throughout New Zealand and photos of them shared on Forest and Bird’s social media accounts, encouraging people to print their own billboards and share them on their social accounts.”

Official campaign video:

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Saddle Blossoms: The exhibition of bicycles’ abandoned time

Posted by Marc van Gurp | 27-07-2014 21:20 | Category: Environment

Saddle Blossoms: The exhibition of bicycles' abandoned time

In Tokyo, over 2 million bikes are disposed on the streets every year, but the problem has remained widely unnoticed. With COGOO, an organization aiming to create cleaner cities, agency TBWA\HAKUHODO transformed bicycle-parking lots with abandoned bikes into art galleries displaying SADDLE BLOSSOMS: A Beautiful Solution to an Ugly Problem.

The agency collected dozens of abandoned bikes and recycled the saddles into planters to be used as an unforeseen new medium. They got support from botanical experts to plant special seeds that grow fast. The plants left outdoors grew under the different weather, and in just a few weeks, abandoned bikes became art objects.
They promoted the art through posters, OR codes and a website.

In just 1 month, the exhibition helped reduce 40% of abandoned bikes in the area, which in actual numbers meant about 12,000 bikes.

Hat tip Jeroen Talens.

Case video:


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Condoms ask humans to wrap up for endangered species

Posted by Tom Megginson | 24-07-2014 15:00 | Category: Environment

The Center for Biological Diversity: Condoms ask humans to wrap up for endangered species.

The Center for Biological Diversity explains how condoms can save wildlife:

The Earth’s population now tops 7 billion people. The rapid growth of our human population is pushing other species off the planet in what most scientists are calling the sixth mass extinction crisis. Yet this population explosion is too often ignored by the public, the media and even the environmental movement, while it continues to drive all the major environmental problems that plague our planet — including climate change, habitat loss, ocean acidification and resource depletion.

The Center has been distributing Endangered Species Condoms since 2009, using the cute, rhyming slogans and cool illustrations from Roger Pete to remind people at concerts, bars, universities, spiritual group meetings, farmers’ markets and local events around the United States.

While I doubt the condoms themselves get used much, the artwork makes a fine collector’s item. And for a longterm awareness campaign, having people hold on to the “literature” (and show it to their friends) is a pretty great result.

See the rest of the 2014 collection below. To learn more about the project, visit their campaign site.

The Center for Biological Diversity
The Finch & Pea

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You eat what you dump

Posted by Marc van Gurp | 2-07-2014 20:45 | Category: Environment

Surfrider Foundation: When we pollute the ocean, we pollute ourselves.

Three gorgeous ads from the Surfrider Foundation about the fact that when we pollute the ocean we pollute ourselves.
Illustrator: Pieter van Eenoge.

Surfrider Foundation Europe
Y&R, Amsterdam, Netherlands / Y&R, Paris, France
Ads of the World

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The Scottish Government wants you to share your dirty little secrets

Posted by Marc van Gurp | 18-06-2014 09:45 | Category: Environment, Government

The Scottish Government wants you to share your dirty little secrets in this littering campaign.

This new campaign from the Scottish Government exposes the shame of Scotland’s dirtiest little secret of all…littering.  A very funny campaign with authentic lead actors who speak the beautiful Scots tongue that outsiders barely understand. Play the video’s just a couple of times and it will all be much clearer.

Some of our wee flaws come along including the dirtiest secrets. And the Scottish Government wants to beat some of the filthy ones.

The campaign is running across online, cinema, TV, outdoor and all social media channels including Spotify and primarily targeted at 16-24 year olds. There’s even an interactive booth that will be touring the country to encourage them to share their dirty little secrets.

Greener Scotland
The Leith Agency

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