Brief
RSA: Water, Water, Everywhere
Design an attractive and engaging product, service or system that addresses water management in the urban environment.
Design an attractive and engaging product, service or system that addresses water management in the urban environment.
Concept
It is well known we should conserve water but a lot of the time it does not feel like what we do is contributing much since we either do not know or cannot see the effect, so do not keep up efforts. However, by taking just 2 minutes off your shower it saves a whole 18 litres* of water - a shocking amount that seems well worth the sacrifice of 2 minutes less in the shower.
It is well known we should conserve water but a lot of the time it does not feel like what we do is contributing much since we either do not know or cannot see the effect, so do not keep up efforts. However, by taking just 2 minutes off your shower it saves a whole 18 litres* of water - a shocking amount that seems well worth the sacrifice of 2 minutes less in the shower.
Solution
TAKE2: A campaign that promotes the facts of taking shorter showers and turns the sacrifice into a benefit - you gain 2 minutes to do whatever you want, something much more enjoyable and saves a whole 18 litres* of water by doing it. It celebrates the diverse ways everyone takes their 2 minutes by encouraging the participants to share what they have done, creating a diverse collection of photographed activities.
*Environment Agency: http://www.environment-agency.gov.uk/homeandleisure/beinggreen/118946.aspx)
Campaign Stratergy:
During research I found people realise they should help create positive environmental impact and enjoy taking part in campaigns as it makes them feel good about themselves. However, many people are lazy and stuck in their ways so loose interest, especially if it requires complicated or time consuming participation, meaning the positive effect is short lived. Campaigns that bring the participant a personal benefit and allow them to immediately understand or see a visual representation of the positive effect they have made are very effective and is just what TAKE2 does.
During research I found people realise they should help create positive environmental impact and enjoy taking part in campaigns as it makes them feel good about themselves. However, many people are lazy and stuck in their ways so loose interest, especially if it requires complicated or time consuming participation, meaning the positive effect is short lived. Campaigns that bring the participant a personal benefit and allow them to immediately understand or see a visual representation of the positive effect they have made are very effective and is just what TAKE2 does.
Animated Posters:
The animation introduces and informs people about what TAKE2 is and intrigues them with the odd and interesting photos of how people have taken their 2 which then inspires them to join in and have a go themselves.
The animation introduces and informs people about what TAKE2 is and intrigues them with the odd and interesting photos of how people have taken their 2 which then inspires them to join in and have a go themselves.
The photos showcased in the campaign are the winners of 'Top Take 2' (explained shortly) so this then becomes an incentive for people to want to take their 2 in creative ways.
The transition style between each new circle is inspired by the pattern created by jets of water from a shower head.The white, representing shower water, is taken away and reveals bright, bold colour, representing the excitement and positive potential of the 2 minutes gained.
Interactive Sticker Posters:
Poster starts off looking mostly empty, plain white. Intrigue makes people look closer to find there are hidden stickers. The stickers are transparent plastic with white stripes offset from the ones on the circle underneath, making it look solid white. The sticker is slightly smaller than the circle underneath, creating a a border of stripe, hinting that there is something underneath to discover.
Poster starts off looking mostly empty, plain white. Intrigue makes people look closer to find there are hidden stickers. The stickers are transparent plastic with white stripes offset from the ones on the circle underneath, making it look solid white. The sticker is slightly smaller than the circle underneath, creating a a border of stripe, hinting that there is something underneath to discover.
Once peeled off, a tip of how to take your 2 minutes gained is revealed. The sticker also says the tip and can be worn to show you are taking part in TAKE2. This fun interaction encourages people to get involved and the people walking around wearing stickers makes people curious and find out what it is all about.
The sticker posters would be located in shopping centres, supermarkets, train stations and offices - busy areas to target a large amount of people and create a buzz in the area.
TAKE2 Tip Tubes:
The tubes contain 30 tips of what to do with the 2 minutes gained - the perfect amount to take one before you shower each morning for a month. The tip tube also informs about what TAKE2 is and the direct impact created by using it.
The tubes contain 30 tips of what to do with the 2 minutes gained - the perfect amount to take one before you shower each morning for a month. The tip tube also informs about what TAKE2 is and the direct impact created by using it.
After using the tips and shortening their showers for a month, their change in behaviour turns into habit, meaning they continue to save water even after the novelty of the campaign has worn off and the discs have run out. Sparking this long term change in behaviour means more water is saved, creating greater environmental impact.
Website:
Everytime a TAKE2 is tweeted or uploaded via the website or app, it is entered onto the website gallery in real-time, so as more people get involved you can watch it build up from just a few circles into an immpressive, inspirational wall of hundreds of different activities.
Seeing their photo online is exciting and visually shows how they are an integral part of a big movement and community, giving a positive feeling, increasing the chance of keeping up this behaviour.
Everytime a TAKE2 is tweeted or uploaded via the website or app, it is entered onto the website gallery in real-time, so as more people get involved you can watch it build up from just a few circles into an immpressive, inspirational wall of hundreds of different activities.
Seeing their photo online is exciting and visually shows how they are an integral part of a big movement and community, giving a positive feeling, increasing the chance of keeping up this behaviour.
Since each photo also represents 18 litres of water saved, this visual representation of circles shows immediately that a vast amount of water is being saved, spurring people to carry on or inspiring them to get involved.
The way the circles build up as more people enter their TAKE2 pictures is shown below in the example screens.
Mobile App:
Found through the website or stumbled across on the featured section of the app store, the TAKE2 App means you can take inspiration, upload pictures and see both the combined and individual impact of taking your 2 wherever you are. Making it so easy and simple to take part increases the chances that you will repeatedly take your 2 and change your shower habits for life.
Found through the website or stumbled across on the featured section of the app store, the TAKE2 App means you can take inspiration, upload pictures and see both the combined and individual impact of taking your 2 wherever you are. Making it so easy and simple to take part increases the chances that you will repeatedly take your 2 and change your shower habits for life.
