M2
Assignment: Local Catalan NGO, Accionatura, suffered a year over year 50% income decrease. They urgently need to create a campaign to increase revenue and enhance the organization's visibility as the premier advocate for biodiversity in the Catalunya region.
We discovered that the principal obstacles, in addition to a general economic slowdown, was the publics' lack of understanding of Accionatura's work, coupled with a general distrust of environmental NGOs. Accionatura faced an uphill battle in educating the public and gaining their confidence and financial support. Our mission: Connect the public with Accionatura.
We recommended changing the value statement from "We work for biodiversity" to "Here, Now, For You," adding the claim "Your land in Your hands." This portrays confidence to donors, and educates the public on the local and regional benefits of Accionatura's work.
Our M2 campaign was created to appeal to the Catalan publics' deep-rooted pride in their beautiful homeland. The campaign offered investment in micro-sized plots of protected land in Catalunya, conveying the direct local benefit of Accionatura's work.
To create a tangible product for supporters an 8x8x2 cm clear box was filled with soil to represent the Catalan land. Each purchase represented 0.0064 M2 of Catalan protected land. The coordinates of the micro-plot were printed on each box, and could be viewed on Google Maps. A low 7-Euro-per-box price made support of Accionatura accessible to nearly everyone.
In addition to the M2 box, a website, www.m2.cat was created to allow the public to further explore the M2 project and register as an M2 land owner.
An option for donors to share information about land plots was included, the intent being to spread the word of the work of Accionatura and create an online M2 community.
Prior to release of the M2 boxes, Barcelona would be blanketed with signs displaying QR codes leading to www.m2.cat, and slogans generating curiosity and an aura of intrigue surrounding the M2 project.
The distinctive sign design would attract the attention of a high percentage of Barcelona's 1.7 million inhabitants.
With M2, Accionatura will connect emotionally with the Catalan public by allowing individuals, through their donations, to preserve the land where they live and vacation - the land that they love. By creating a regional project where donors can readily see the results of their financial support, Accionatura makes a significant step toward their goal of becoming a leading Catalan NGO.
A promotional marketing video was created. It was first used as a marketing video to source additional funding by explaining the research and data used to create a product. Secondly, it was used as a video launch to enroll and excite team members on the new project the company was undertaking.
( The video was produced in Spanish. Please allow a few seconds for video to start after pressing play)
