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This proposal was moved to: Shifting Attitudes and Behaviors 2018
This proposal was reopened in Shifting Behavior for a Changing Climate 2016

Pitch

Sparking action to address climate change through Persuasive Technology platforms that form a world of data art sustained by Herd Mentality.


Description

Summary

Solely focusing on knowledge, skills, and information in order to shift behaviors does not suffice.  While most of us intend to do the right thing, basic human instinct suggests that people tend to adopt behaviors that are exhibited by the majority. This phenomenon is called the Herd Mentality.

Capitalizing on this human behavior through making information serve as guide and support in making better decisions can take miles of sustainable progress. To make this a reality, we propose to start multiple social platforms: a publication, website and mobile application. We aim to do this by adopting and investing on a different approach in providing information, i.e. fusing data with compelling creative contents that trigger interactivity in driving climate action and turning helpful practices to become norms.

The end in mind of this project is to reach as many people from different walks of life and execute collaborations in taking actions. Some of the plans are having eco-friendly products, perform charitable deeds, petition-signing, and organizing community projects/activities for causes relevant to climate change.

The audience, users, and the team behind the project comprise the Mundo Community; which is a collaborative group that intends to create a dynamic and learning-driven environment in addressing the present and future challenges of sustaining a greener world.

We aim to promote exercise of creative freedom and initiative by creating and allowing development opportunities among the community. We aspire to have a continuous feedback loop that creates a supportive and encouraging environment for everyone.  All accomplishments will be celebrated and recognized because we truly value ideas, ingenuity and perseverance; and we promote unity and fun.

In a nutshell, the Mundo content does not simply convey information nor is just aesthetically pleasing, but is, as in the words of the Ms. Universe 2015, Ms. Pia Alonzo Wurtzbach, “confidently beautiful with a heart.”


What actions do you propose?

Climate change is one of the greatest issues of our time; and it is undoubtedly a product of systems that people developed, as well as behavioral and lifestyle actions that people embrace on a daily basis. It has become a notion that in order to raise awareness, most organizations solely rely on feeding information and data visualization, assuming that it will effectively shift behavior positively. However, this approach is simply not compelling as this does not persuade people to drive action. Therefore, there is a call for a stronger and interactive means.

According to a report about changing behavior by design, the best way to solve society’s issues is not only to research how and why people make decisions, but to use the design of products, services and places to help people make better decisions.

One cannot make a person shift his passion to something by simply asking or forcing him to, and feeding him facts. Studies suggest that in a variety of ways, the way we behave, react and respond is often tied to where we find ourselves in–akin to how a better learning environment for students is proven to stimulate productivity in class and the student’s wellbeing.

Hence, the problem lies not on the lack of knowledge. People know what the right thing is, but somehow, we end up doing things otherwise just because the majority practices these. This human behavior exhibits the Herd Mentality where people make decisions and adopt behaviors in accordance with the majority. This also explains why readers cannot get enough of BuzzFeed.

To address the challenge, we aim to combine behavioral science with creative-thinking to stimulate climate action –the social platforms (publication, website and mobile app) is our learning environment while the global society is the students. Through this interactive and learning-driven environment, the people confined in it will grow, bloom, and drive action because they are surrounded with the society that tackles the same issue, i.e. climate change.

Design can make ideas tangible using quantitative substance. Fusing quantitative data supported with art creates the emotional punch that leads to action. Facts with art can make communication more fluid, effective and actionable. When done through various channels, the effect is more widespread and global.

Below are the SOCIAL PLATFORMS we propose to tackle climate change and action in order to contribute to the public good:

 

1. Publication

Publications have greatly grown in importance and impact among people who pursue different passions and occupations. Graphic artists use publications as reference for creative inspiration, fashion enthusiasts subscribe to their favorite fashion magazines to get their regular squeeze on what is in season; and this is also considered an important measure in academia. We intend to bring information to everyone because they can act on climate change in their own ways. The spectrum of categories of our content will be animals, household, travel, among others.

Mundo Journal will be a quarterly publication. Since time and pace is key to delivering effective output, this will allow the team to have ample time for extensive research and analysis of topics. This way, the audience will be provided with reliable information backed with valid/credible sources and data. Apart from this, we commit to pursue the best possible output. Great things take time and we would never sacrifice the quality of our work.

Besides providing information and solutions, the publication aims to promote the following practices:

Reduce 

Mundo Journal will both be printed and electronic. Materials to be used for printing should be recycled. Being released quarterly, we intend to save printing materials. Other practices we aim to implement are: (a) limitation in number of printed copies at newsstands, (b) subscription to have a definite amount of how much needs to be printed, and (c) the subscriber option to go completely paperless.

Recycle 

To promote recycling, we will also put a note (on printed copies) that encourages the audience not to cut or tear out pieces or dispose of it through incineration or any destructive manner. They will be encouraged to donate it to a book sale, remote areas that lack in technology or through our own junk drive.

For the said junk drive, we propose a Mundo Recycle Bin to be present at newsstands – if not all, as much as possible the major ones. This will allow the audience to donate directly the copy to us for it to be reused and repurposed.

 

2. Website

This social platform is imperative. A website establishes the credibility of an entity. This helps the audience learn more about this whole project. Additionally, it is a cost-efficient marketing tool.

Home/feed

The first page the audience will see is the feed where we regularly provide information/news. It will be divided by category and continent of origin. A user may also set staples, which basically function as bookmarks. With this, a user could create fast access to specific topics and/or continents he opts to read more often than others. Mundo will cover numerous categories for the information that are relevant to anyone.

Mundo will also be present in the most used social networking sites: Facebook, Twitter, Instagram, among others where we will be actively sharing updates. However, rather than writing a definitive article and publishing it on every platform, we would tailor content specifically for the type of network and audience where it is being viewed.

User

This section holds Notifications, Activities, and Options. The user will be notified (based on his settings) of new messages, donations and petitions, projects, staples, and urgent information/news.

Under Activities is where the user’s good deeds are listed. For example, “You signed the petition to Ban Ivory Trade and Elephant Poaching and donated $5 for the cause.”

Options is where the user can personalize his settings such as his profile photo, staple news, and notifications.

Inbox

One subpage in Inbox is Direct Message where the Mundo Community can communicate privately. Users can also message the Mundo Team directly through this feature.

Another subpage is Gifts where the user’s rewards such as discount coupons and freebie claim stubs are stored.

Community

Anyone who is part of the user database is part of the Online Mundo Community. This page contains the details of Projects, Approved Collaborations, Volunteer Programs, Petitions & Donations and a calendar where everything is plotted on.

In this page, users will sign up to participate in projects and volunteer programs, and may propose collaborations. Users may also sign petitions and send donations provided with a one-click feature for ease of use.

Store

This page contains the online publication and subscription, and future eco-friendly products such as reusable shopping and gift bags. The Mundo Community can avail some for free and some with low-cost charges to help support our funds.

Team

This recognizes the efforts and accomplishments of our team members and contributors.

Story

We will provide an introduction and a brief history of how Mundo came about. This page contains our Mission, Vision, Advocacy, and Values.

 

3. Mobile app

The app will be an interactive but limited form of the website. The user is initially brought to the Feed where he can choose to read information by continent and category. The app also contains User and Inbox.

The Community section still contains the calendar, but to view details of Projects, Collaborations and Volunteer Programs, the user will be redirected to the website through the web browser app available on the user’s device. Petitions will retain the one-click feature while donations will redirect the user to the website. This is to follow in-app purchasing rules and regulations.

 

MISSION

We aim to become a game changer in the realm of information by redesigning the environment so that it is conducive to positive behavior. We will channel multiple disciplines and perspectives to design effective solutions for communication and presentation of information.

 

1. Flexibility and accessibility

Information has to be available anywhere at any given time. Thus, we propose to pursue

  • distribution on hand (publication);
  • on the desktop (publication and website); and
  • on mobile devices (publication, website, and application).

 

It is crucial that we deliver relevant information from all seven continents as much as we can. Everybody has to see the bigger picture of climate change effects because there are areas more affected by it than others and this is why others deny or are even unaware of this issue. We aim to bring the issue to great prominence and priority.

 

2. Trust

To build trust, we intend only to supply our audience with the truest knowledge and information backed with reliable sources and data, as well as extensive research and analysis.

People are more likely to be persuaded if the information is from a credible, expert and trustworthy source. We will not only practice inclusion of our source’s occupation/origin but also use design to build trust because according to a psychological theory regarding source credibility, a person is more successfully persuaded by physical attractiveness and likeability.

 

3. Development opportunities

To increase productivity, we target to give everyone an opportunity in the team. We will continuously scout for new writers, researchers and creatives to contribute to the magazine, and host an open call so we would not miss anyone who is willing.

We aim to promote exercise of creative freedom and take initiative by creating a supportive, encouraging and open environment for everyone. Everyone is not limited to work among himself, but the team can work together with the community and vice versa.

 

4. Communication

We aim to be a communicable bunch. The digital content we will be providing will be available on the website and throughout social media with every piece/content commenting-enabled.

We intend to communicate with our audience personally and for the Mundo Community to do so among themselves. This explains why it is planned to add a “direct messaging” feature in the proposed website and mobile app – to increase its essentiality and interaction. As a result, this could increase chances of communication, which also promotes collaboration and productivity. Even within the team, we aim to create close working relationships.

 

5. Recognizing accomplishment

All contributors must be credited for their work regardless of which platform they contributed for. The proposed website includes a specific page to recognize them. Important and relevant accomplishments by the community and team will be recognized through written articles and social networking updates.

Website and mobile app will be requiring user sign up to access features such as donation, petition, projects and collaborations. Every time a user does a good deed, he would see it on the “activities” section and will be able to share it to social networking sites directly from the website and app.               

A psychological theory on reciprocity norm suggests that if a person does something or takes some action, the receiver is obliged to return the favor. Even if we strongly believe that the actions we persuade our audience to do is really for their own good and the rest of earth's inhabitants, we still intend to reward them with discounts and freebies for their good deeds. Sporadically, they can even get the said discounts and freebies at selected stores/events/activities (with relevant advocacies) for simply being part of the Mundo Community.

 

6. Substance and creativity

We aim to present the best of both worlds. Good design gives an impression and it makes people look forward to go through the information handed to them. Nevertheless, substance is just as important as creativity. Our objective is to be able to convey correctly the information on events and issues with concrete solutions, and successfully trigger relevant actions.


Who will take these actions?

According to the Design Council, in order to deliver real change, the complexity of the issue faced by society demands the academia and creative industries to work together to uncover radical ideas and innovative solutions.

 

PRODUCTION TEAM

The team needs members to carry out specific functions and responsibilities. Theresa Maliksi and Ellice Adornado will be Co-managing Editors and will also be taking on the roles of Creative Director and Chief of Finances respectively.

In the succeeding years after the launch, Mundo will invest in human resources. The team will grow to comprise of the following:

  • Project Manager
  • Community Manager
  • Marketing Director
  • SEO Specialist
  • Publisher
  • Assignment Editor
  • Art Editor
  • Web Content Manager
  • Social Media Manager
  • Copy Editors
  • Fact Checkers

 

AUDIENCE AND CONTRIBUTORS

The psychological theory on involvement suggests that when a person is emotionally involved with a topic, they will process the information. Otherwise, they will ignore it.

We aim to bring people with different passions and occupations together into the platforms. We plan to do this through incorporating their interests and supporting them on how they will pursue their passions, considering that all the actions will have positive effects to our planet. Our contents will be interactive and will spark arguments and conversations as the designs will be connected on a personal level through incorporating values that define people’s identity. The contributors are independent creatives who will be either scouted by the team or volunteers from the audience.

We will also produce events and projects catered and crafted specifically to different interests to get everyone involved: families, schools, environmentalists, humanitarians, animal advocates, creatives (writers and artists), fashion enthusiasts, foodies, travelers and adventurers, and the technology savvy.


Where will these actions be taken?

The current team resides in the Philippines, though we intend to scout for members and contributors from all over the world especially since we are to deliver information from all continents covering various categories relevant to everyone.


How will these actions have a high impact in addressing climate change?

Design is used strategically through incorporating it with behavioral insights. Issues are being reimagined and innovative solutions are introduced. As a consequence, people are empowered to take action.

Herd Mentality makes people follow the behavior of the majority. Therefore, we need someone to lead the way. Mundo stands first in the line to spark the actions to be taken by those who will follow. Eventually, this builds synergy as collective efforts outweigh individual efforts.

We intend to reach 1500 members globally in the first year. We project to averagely reduce carbon footprints approximately 60%-80% of our community by 50%-75%. Basing on the ease of taking action, our community is projected to adopt energy supply solutions the most, followed by land use & other sectors, and transportation.

Individual shift of behavior towards reducing carbon footprint will occur within a short to medium time frame. On the other hand, all other sectors will take a longer time to offset carbon.


What are other key benefits?

ESSENTIAL

Knowledge is essential so we will practice creatively compelling techniques to deliver information about various aspects of climate action to become engaging for everyone. The information gained will not only make people book smart but also street smart because facts are translated into actions and helpful practices become norms.

Our platforms, projects, and products strike a balance between pursuing passions and sustaining a greener environment. This allows living up to moral standards while staying true to advocacies.

 

COLLABORATIVE

Mundo strongly encourages the culture of collaboration. Breaking barriers and working together towards a common goal foster synergy, resulting in effects greater than the sum of individual efforts.

 

CHARITABLE

Donations, petition-signings, and volunteer work give people inspiration to take action and address climate change issues.

 

CELEBRATION

Mundo empowers its community by promoting and achieving unity and fun through celebration of accomplishments.

 


What are the proposal’s costs?

We rather view the economic costs of this proposal as investments because of its projected ROI for the succeeding years, let alone, the next century. The investments to be incurred varies across time as the project progresses:

 

SHORT TERM (2016–2030)

  • Soft Launch (July-September 2016)

The only economic cost to be incurred is the time and effort of the contributors. During this phase, the journal issues will be published through a digital publishing platform that allows viewing free publications.

  • Official Launch (April 2017)

Prior to the official launch, the projected expenses are the following: Business Registration, Subscription, Publisher

  • After the launch, Mundo will scout for additional contributors, in-house writers, and creatives. They will be given allowances and incentives for their efforts and exemplary contributions. It is projected that there will be 5 to 15 contributors in a span of five years.
  • Cost of Printing Publications
  • Website domain and hosting (2021-2025)

Mundo will invest on one of the cheapest marketing tools, i.e. online marketing. Image and Search ads will be placed on the web through Google AdWords.

  • Website and Mobile Application Development (2026-2030) – these will be outsourced

 

MEDIUM TERM (2031–2065)

  • Mundo will start hiring additional human resource. They will be compensated for their services.
  • Funds for organizing community projects and eco-friendly products can be acquired through getting sponsors, income from subscriptions and from ads placed on Mundo website, and donations.
  • Mundo will also utilize the Above-the-Line marketing platforms to reach people who do not have access to the internet.

 

LONG TERM (2066 onwards)

  • It is envisioned that Mundo will expand its platforms to achieve its vision, i.e. to create global impact. With this, Mundo will additionally incur costs of sustaining its own TV network, documentaries, educational resources and institutions, and funding research projects.


Time line

Considering the breadth and logistical challenges of the project, the platforms will not be implemented simultaneously to have leeway on determining the doable and addressing the non-doable deliverables. The Gantt Chart shows the short-term timeline:

 

SHORT TERM

  • Soft Launch (July-Sept 2016): 3 free short monthly issues of the journal will be released. Simultaneously, a poll will be conducted to study on the potential subscribers for the official launch. The Team may provide ClimateCoLab free issues to get across what we are trying to achieve more effectively. During this phase, social media content creation/publication will be initiated.
  • Oct 2016-Apr 2017: Target to start accepting subscriptions, scouting for contributors, preparing documents for business registration, and developing Issue 1.
  • Official Launch (Apr 2017):  Prior to releasing Issue 1 to the public, the Team will send hard copies to widely known, credible and influential climate action advocates like Leonardo DiCaprio and Adrian Grenier to increase the chances of having more subscribers.
  • Jul 2017: Issue 2
  • Oct 2017: Issue 3
  • Jan 2018: Issue 4
  • 2018 Q1: Start hiring additional human resource: Publisher, Assignment Editor, Art Director, Copy Editors, Fact Checkers, Web Content Manager, Social Media Manager, SEO Specialist
  • 2019-2020: Start of printed publication issuance
  • 2021-2025: Website Development
  • 2026-2030: Mobile App Development

 

MEDIUM TERM

  • 2031: Hire additional Human Resource: Project Manager, Community Manager, Marketing Director
  • 2032/2033: Start organizing community projects
  • 2035: Develop eco-friendly products
  • 2045: Widen Mundo reach through Above-the-Line Marketing

?

LONG TERM

  • 2066 onwards: In the long run, Mundo will further expand its horizon to be a major game changer in influencing and changing behaviors and practices that are harmful to the environment through the following additional platforms: Television Network, Documentaries, Educational resources and institutions, Funding research projects


Related proposals


References

Note: The publication, website and mobile application images are mock-ups. Photos and artwork belong to their rightful owners.

Nº1 publication artwork - Alex Nabaum

Nº2 publication artwork - Jensine Eckwall

Website articles (L-R):

Artwork - Mitch Frey

Photo - Mandy Barker

Artwork - Tatsuro Kiuchi

Artwork - Davide Bonazzi

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Edward Gardiner, Changing behaviour by design, TedxUniversityofStAndrews, December 2013

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