LITERS4 CHANGE created by
Alexandra Letellier - Angelina Gritcuk - West Theriault
Contents Firm
Design
Process
I: Discover
...
Who We Are What We Do Mission Branding
Logo Our Interests Our Office Project Brief
Discover Define Design Deploy
“Find a Problem”
Brainstorming Mind Mapping Sketches Problem Statement
I
II
III
IV
V
II: Define
...
III: Design
...
IV: Deploy
“Research and Specify”
Case Studies Expert Interviews Survey Personas Insights
“Create Mindful Solutions”
Multiplatform Concepts
“Implement Solutions”
VI
VII
VIII
IX 2
X
WHO WE ARE
“We are a small group of creative thinkers brought together by Parsons School of Design. Starting out as just three individuals looking to make an impact in some capacity, our diverse perspectives allow us to solve problems and uncover opportunities in unique ways.� -Co-founder, Alexandra Letellier
Alexandra Letellier Co-founder, Chief Executive Officer Interests: Human Centered Design, Social Justice, International Affairs, Water Conservation
Angelina Gritsuk Co-founder, Chief Operating Officer Interests: International Affairs, Businesses and Social Responsibility, Supply Chain Sustainability, Traveling the World
West Theriault Co-founder, Creative Director Interests: Social Activism, Influences and Impacts of Technology on Society, Sustainability in Fashion
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WHAT WE DO
• Design systems of brand, product, and service that deliver distinctive experiences • Look beyond point solutions and apply design to the creation of new strategies, complex ecosystems, and new businesses • Lead clients into the future by integrating new capabilities and platforms for design • Integrate intelligent systems, virtual reality, artificial intelligence, and adaptive environments into our work
We put our skills and interests together to create this creative consultancy. We believe that a creative and modern approach to solving problems is necessary to succeed in a changing world. It demands both business practices and creativity. It also requires a specific kind of person that can both think and do, inspire growth and create new meaning in customers’ lives. Equal parts strategy and design, our firm brings this unique combination to everything we do, guided by one purpose: to make it meaningful. We believe passionately that essential advantage lies within and that a few differentiating capabilities drive any organization’s identity and success. We work with our clients to discover and build those strengths and capture winning market opportunities.
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MISSION Flo advances the human experience through design, creates strategy that work, and delivers the essentials companies need to survive and thrive in a changing world.
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BRANDING
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FLO
/flō/ Definition: -Move along or out steadily and continuously in a current or stream -Produced smoothly, continuously, and effortlessly -Moving along in a steady, continuous stream -In positive psychology, flo, also known as the zone, is the mental state of operation in which a person performing an activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity.
Contributors of our firm immerse ourselves into the state of each client’s mind, embracing their feelings, emotions, thought process, and goals. We can define our design process in one singular term - “flo”
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LOGO DEVELOPMENT
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OUR INTERESTS
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OUR OFFICE
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DESIGN PHASE RESEARCH
IDEO
FITCH
FROG
TOUCH
1. INSPIRATION
1. DISCOVER
1. DISCOVER
1. DEFINE
2. IDEATION
2. DEFINE
2. DESIGN
2. INNOVATE
3. IMPLEMENTATION
3. DESIGN
3. DELIVER
3. GENERATE
4. DELIVER
4. DEPLOY
IDEO is a community of designers, entrepreneurs, engineers, teachers, researchers, and more. Their shared values and beliefs influence the work that the do, and the impact they hope to achieve.
Fitch believes the relationship between brands and their customers must be a human one. They develop engaging and distinctive stories for brands, adapted to wherever they need to be communicated. Fitch does everything with a strong culture of building lasting, positive relationships with clients and peers.
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Since their early days ushering in the era of personal computing, Frog’s rallying cry has been ‘form follows emotion.’ Today, Frog’s work goes beyond individual forms—they design systems of brand, product, and service— but their focus on emotion remains. Frog strive to create the world as it should be, and the work results in experiences people love.
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Touch is an independent Scottish design studio. From brand identity and design for print to website projects, everything Touch does is carefully considered and expertly crafted. They have grown a great deal over the years, while staying small enough to focus on doing what they do best. Their expertise lies in design, direction and ideas.
FLO DESIGN PROCESS
1 DISCOVER
2 DEFINE
3 DESIGN
4 DEPLOY
“FIND A PROBLEM”
“RESEARCH AND SPECIFY”
“CREATE MINDFUL SOLUTIONS”
“IMPLEMENT SOLUTIONS”
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PROJECT BRIEF SOCIAL MEDIA
The project brief was to identify an opportunity to address local or sitespecific urban or universal problems. We were called to research social issues, social media, social good and responsibility, and opportunities for intervention within one of these given fields. Each group was tasked to create creative solutions by understanding and studying contemporary issues around design, science, business, technology and the newer realm of social media from the work others.
SOCIAL ISSUES
After choosing a theme for the project, each team was invited to create a design consulting firm that would develop the project based around the theme.
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PHASE 1 DISCOVER
PHASE 1
DISCOVER
FIND A PROBLEM
28-29
BRAINSTORMING
30-31
MIND MAPPING
32-33
SKETCHES
34-35
PROBLEM STATEMENT
36-37
PROJECT OVERVIEW
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BRAINSTORMING PHASE 1 DISCOVER PA R S O N S S C H O O L O F D E S I G N B BA , S P R I N G 1 8
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MIND MAPPING PHASE 1 DISCOVER PA R S O N S S C H O O L O F D E S I G N B BA , S P R I N G 1 8
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SKETCHES PHASE 1 DISCOVER PA R S O N S S C H O O L O F D E S I G N B BA , S P R I N G 1 8
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PROBLEM STATEMENT PHASE 1 DISCOVER
Currently around the world, 844 million people lack basic drinking-water services. At least 2 billion people use a drinking water source contaminated with faeces. Many organizations and companies have attempted to bridge the gap between people and accessible drinking water all over the world. However, they have struggled with global recognition, longevity of their efforts, and a general scope of things. A few examples of companies and organizations we find inspiring are Lifestraw, Drink Tap, and Charity: Water. We admire their use of technology and innovative thinking but feel there is a greater need for education and involvement with the people in America, since it is their country of origin. There is an opportunity to enlarge the audience of accessible water beyond what currently exists in the realm of global bottled water production. The effects on our land and sea as well as the methods by which we gather water can drastically change.
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PROJECT OVERVIEW PHASE 1 DISCOVER
Currently around the world, 844 million people lack basic drinking-water services. At least 2 billion people use a drinking water source contaminated with faeces. According to the World Health Organization (WHO), more developed “first world” countries have more access than less developed countries. The WHO estimates that 10 countries, all of which are not considered “first world,” are home to almost two-thirds of the global population without access to improved drinking water sources. While the US has the greatest access to clean water, certain groups of people in the country are not made aware of this issue.
only be found from a certain place. We are sure those in Beijing, for example, who could afford bottled air (or something similar) would choose to breathe the clean bottled air. However, more developed countries with less air pollution have no real reason to purchase bottled air; it is a waste of money and depletes non renewable resources. In a way, this is what has happened with bottled water. Developed countries like the US, with no real need to purchase bottled water, are the biggest culprits of the cycle. On the other hand, there are countries that have real issues with water, don’t have running water or drinking water, and are unable to access clean water or the funds to pay for bottled water. Countries with access to clean drinking water are the ones purchasing bottled water, when it is possible the countries without access are purchasing bottled water.
Many organizations and companies have attempted to bridge the gap between people and accessible drinking water all over the world. However, they have struggled with global recognition, longevity of their efforts, and a general scope of things. A few examples of companies and organizations we find inspiring are Lifestraw, Drink Tap, and Charity: Water. We admire their use of technology and innovative thinking but feel there is a greater need for education and involvement with the people in America, since it is their country of origin. All of these entities stand for amazing causes and have impacted many lives but are not recognized by popular media and do not focus on the educational aspect behind access clean drinking water.
While air and water pollution are real issues with great reason for concern, the businesses behind these industries are exploiting it to greater lengths than what it should be in areas where they can profit. In the US, many people believe that their tap water is not safe to drink, and will purchase water as a precaution. Americans used about 50 billion plastic water bottles last year. However, the U.S.’s recycling rate for plastic is only 23 percent, which means 38 billion water bottles – more than $1 billion worth of plastic – are wasted each year. Making bottles to meet America’s demand for bottled water uses more than 17 million barrels of oil annually, enough to fuel 1.3 million cars for a year.
When water began being bottled for profit it created an industry that previously would not have been viable. Bottled water began when society, particularly in first world countries, began to grow concerned of the safety and quality of the water available. This led to a great opportunity for those with access to pure reservoirs and springs to bottle and sell water that was undoubtedly clean. Imagine if one day, someone said that the air we breathe is no longer good, and people should breathe the purest air that can
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There is an opportunity to enlarge the audience of accessible water beyond what currently exists in the realm of global bottled water production. The effects on our land and sea as well as the methods by which we gather water can drastically change.
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PHASE 2 DEFINE
PHASE 2
DEFINE
RESEARCH AND SPECIFY
40-49
CASE STUDIES
50-59
EXPERT INTERVIEWS
60-61
SURVEY
62-63
INSIGHTS FROM RESEARCH
64-77
PERSONAS
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PHASE 2 DEFINE
CASE STUDIES
LIFESTRAW
CHARITY:WATER
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S.F. PUBLIC UTILITIES
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SKIPPING ROCKS LAB
CASE STUDY 1: LIFESTRAW PHASE 2 DEFINE
WHO THEY ARE
LifeStraw is a team committed to making contaminated water safe to drink Owned by the global innovation company Vestergaard, the LifeStraw team is devoted to providing safe drinking water on a global scale
WHAT THEY DO LifeStraw created a personal straw-like filter that can remove virtually all of the microbiological contaminants that make water unsafe to drink They now have a range of products for personal use to comminuty-wide support for sustainable access to safe drinking water
WHY THEIR STORY MATTERS This case study is relevant because LifeStraw’s products provide an easy way to remove potentially dangerous contaminants out of water through very simple technology Even though LifeStraw is predominantly used by people in developing countries, there is a market potential in the US We can take inspiration from LifeStraw’s technology to implement it in water refilling stations to ensure additional water safety to consumers
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CASE STUDY 2: CHARITY:WATER PHASE 2 DEFINE
WHO THEY ARE
Scott Harrison, founder, began his nonprofit after a rough past. He declared spiritual, moral, and emotional bankruptcy, and started over. He spent two years in Africa, saw the effects of dirty water firsthand, and came back to New York City with a mission
WHAT THEY DO charity:water is a non-profit organization with an aim to bring clean and safe drinking water to people in developing countries through collaborations with local experts and community members Although they are based out of New York, their scope is in developing countries outside of the United States. They raise funds and help build wells in villages that do not have access to clean water
WHY THEIR STORY MATTERS charity:water is a champion in creating solutions to the water crisis through working with people in their community In our project we want to improve water consumption habits in New York City area, and charity:water provides us with insight into how we might incorporate what the residents of NYC demand into our final solution
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CASE STUDY 3: S.F. PUBLIC UTILITIES PHASE 2 DEFINE
WHO THEY ARE
The San Francisco Public Utilities Commission provides retail drinking water and wastewater services to the San Francisco community Their scope is comprised of three service utilities: Water, Wastewater, and Power
WHAT THEY DO Drink Tap initiative- SFPUC is working on installing lead-free outdoor water bottle refilling stations (“tap stations”) to provide everyone with free access to high-quality tap water while on the go Their website contains a section called “Drink Tap” and features an interactive map that helps viewers locate local, free tap water stations
WHY THEIR STORY MATTERS This project is the main inspiration for our project, as it has proven itself extremely successful in term of reducing plastic bottle waste in the San Francisco area We are looking to combine the expertise of SFPUC with innovative thinking, tailored to the particular needs of New Yorkers
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CASE STUDY 4: SKIPPING ROCKS LAB PHASE 2 DEFINE
WHO THEY ARE
Skipping Rocks Lab is an innovative sustainable packaging start-up based in London They are pioneering the use of natural materials extracted from plants and seaweed, to create packaging with low environmental impact
WHAT THEY DO Skipping Rocks is creating a waste-free alternative to plastic bottles and cups through innovative packaging made of seaweed, which is entirely natural and biodegradable They aim to revolutionise the water-on-the-go market The spherical flexible packaging can also be used for other liquids including water, soft drinks, spirits and cosmetics, and the proprietary material is actually cheaper than plastic
WHY THEIR STORY MATTERS Ooho! provides a sustainable solution to the problem of plastic waste In our project, we are looking for ways to implement sustainability into the daily lives of people in New York Ooho! has created a niche alternative to plastic water bottle waste. We can use this case study to use
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PHASE 2 DEFINE
EXPERT INTERVIEWS
ERIC WELTMAN
NISHA SWINTON
ELIZABETH MORAN
LARS CHELLBERG
Eric’s expertise in media outreach and social justice campaigning has offered us multiple insights about the system intervention points. His experience has showed us how important it is to bring the government in the conversation when it comes to accessing public water resources.
Nisha has been very helpful in terms of expanding the knowledge about clean water accessibility in New York area. She has also provided us with contacts of people from NYC H20- another organization that aims to educate New Yorkers about the state water system.
Elizabeth has over 4 years of experience in environmental advocacy and throughout her career she has worked with issues like water pollution that relate to our project. She offered a lot of information about water infrastructure in New York city and issues associated with it.
As the faculty member at Parsons, Lars has a very good understanding of the structure of group projects and has offered us great insights into the problem solution. Even though his field of work does not directly relate to drinking water accessibility, his knowledge of water systems in New York was definitely helpful
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INTERVIEW 1: ERIC WELTMAN PHASE 2 DEFINE
“The biggest obstacle in NYC is that people are on the go, they aren’t home using the tap.”
“The problem bottled water has created for world is that is has made people scared of their tap water. The scheme these corporations have created is amazing.”
Organization:
Food and Water Watch
KEY INSIGHT
University of Michigan & M.A. in Urban & Environmental Policy from Tufts University
The burden of clean public drinking water should be placed on the government in order to prevent corporate control and abuse on natural resources. He believes that the government has an obligation to protect public health and the environment.
Education:
Eric Weltman is a Senior Organizer for Food & Water Watch in New York. He has over twenty-five years of experience leading social justice campaigns and building progressive power. Eric has helped direct ground-breaking coalitions, organize high-visibility media events, write influential publications and manage successful initiatives to pass legislation and fund programs. Eric also has extensive experience conducting trainings on media outreach, advocacy, organizing and public speaking. He has taught urban politics at Suffolk University, and written for such publications as The American Prospect, In These Times, Truthout.org, and Dollars & Sense.
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INTERVIEW 2: NISHA SWINTON PHASE 2 DEFINE
“The government and private organizations should both both be taking this initiative. Organizations should push the government to act in the ways that their constituents feel.”
KEY INSIGHTS
Organization:
Food and Water Watch
The main problem is lack of funding. The government cannot compete with the budget of large corporations like Nestle and Poland Springs. When funding is increased people are better educated to drink their tap water. Funding increases
Education:
MA in Environmental Law and Policy from Vermont Law School and a Bachelor’s in International Policy with an emphasis in Environmental Studies and Economics from the University of Iowa
Nisha Swinton is the Senior Organizer for Food & Water Watch, covering the New England states. She is responsible for working on the organization’s New England campaigns to protect groundwater resources from the bottled water industry, ban fracking waste from entering our communities, and also worked to pass the nation’s first genetically engineered labeling bills in Connecticut and Maine. Before joining Food and Water Watch, Nisha worked on environmental justice campaigns in the United States and West Africa. She also produced radio shows discussing critical social justice issues for a community run, non-commercial station in New York City.
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also leads to better infrastructure which leads to jobs. Residents of NYC should have easier access to refillable water bottle stations.
INTERVIEW 3: ELIZABETH MORAN PHASE 2 DEFINE
“Tap water is more regulated than bottled water in New York. Bottled water is not regulated, it is usually tap water from somewhere else.”
Organization:
Environmental Advocates of New York
KEY INSIGHT
Education:
The educational aspect of tap water versus bottled is the most important. Consumers choose one or the other based on perception, not research or facts.
B.S in Environmental Science with a concentration in Geology from the University at Albany
Water and Natural Resources Director, Elizabeth joined Environmental Advocates of New York in May of 2014. She leads advocacy efforts on fracking, water pollution, land use and conservation, and invasive species issues. Prior to joining Environmental Advocates, Elizabeth worked with the New York Public Interest Research Group as a Legislative Associate, Board Member, and Student Organizer. She also worked as an Education Organizer with the Alliance for Quality Education of New York and as an Intern with the New York State Energy Research and Development Authority.
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“Even outside the realm of water, the government doesn’t do anything unless people ask for it. Action comes from citizens in the legislatures district. In this case, it’ll take organizations to work with the public, educate them, and use their voices as tools to be lifted and heard by elected officials.”
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INTERVIEW 4: LARS CHELLBERG PHASE 2 DEFINE
“The main reasons people buy bottled water are for personal convenience, convenience for group events, safety of water, and because companies have lobbied and marketed for bottled water.”
KEY INSIGHTS Previous events like Flint are difficult for the public to overcome in order to trust the government with their tap water again.
Organization:
Grow NYC & The New School Education:
Photography and Sculpture at Grand Valley State University, Sculpture at Cranbrook Academy of Art
As an accomplished sculptor, Lars uses a wide variety of materials for his projects. He is mostly interested in working with wild animals. He currently works with Grow NYC for Open Space Greening Program, who’s goal is to improve community gardens around New York City. In 2001, Lars started building and improving rainwater infrastructure in NYC gardens, using his previous ten year expertise of working with community gardens. Lars began teaching at the New School 9 years ago and currently is the teacher for Space and Materiality and Sustainable Systems classes. He incorporates his background in art into the class, assigning project that he views as artwork to help students use practical skills as well as theoretical knowledge that comes from assigned readings.
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Places in NYC where you can fill up and drink should be easier to find than they already are. If you are walking out in the city and need water you have to buy it. The best alternative to bottled water would be to have fresh water available.
SURVEY PHASE 2
Distributed to 40 New York City residents
DEFINE
Graduate degree and higher High school graduate
“I know the water in my area is safe. However, the small traces of chemicals such as fluorine and chlorine keep me from drinking from tap.” “There are not always places around the city to throw plastic for recycling.”
Undergraduate in progress
67.5%
32.5%
18-29
30+
own a reusable water bottle, but only 5 in 10 use it daily
Undergraduate degree
not use a 1 do water filter 4 system at home
88% of respondents
“I’d love to know how clean my home tap water is, but anywhere I go, I to try to use water from a tap.”
would be willing to
stop plastic bottle use if they knew the water around them was
“The taste of NYC water is some of the best.”
clean and accessible
“Buying water on the go in a container that I can throw out is easiest for my life.”
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8 in 10 respondents
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DESIGN CRITERIA: INSIGHTS FROM RESEARCH PHASE 2 DEFINE
1. Education is a primary component that is missing in the world of water
2. There is not enough awareness about the issue of tap water and bottled water on a widespread level
3. There must be a joint effort between the governmental organizations and citizens regarding access to clean water
4. People in New York want to know how clean their tap water is
5. People buy water bottles for convenience
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PHASE 2 DEFINE
PERSONAS
DIEGO WOODS
STEPHANIE MILLS
THE “GREEN MACHINE”
THE “MULTITASKER”
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CAROLINE PHILIPS THE “POSER”
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MIGUEL FERRERIA THE “KNOW IT ALL”
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PHASE 3 DESIGN
PHASE 3
DESIGN
CREATE MINDFUL SOLUTIONS
80-87
FLO FOUNTAIN
88-91
LITERS 4 CHANGE APP
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PHASE 3 DESIGN
DESIGN SOLUTION: FLO FOUNTAIN INSIGHT:
The insight we aimed to address by creating a water fountain was convenience. Residents of New York City lack access to clean water fountains; there are not enough available and the ones that are available are unclean or people are weary to trust the water that comes out of them.
HOW:
We bridged the gap from the insight gathered by designing a drinking fountain with a clean design that is accessible for all people. The fountain also tackles the issue of trust because it allows the user to see the water being cleaned in real time and track the water back to the source.
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CONCEPT: FLO FOUNTAIN PHASE 3 DESIGN PA R S O N S S C H O O L O F D E S I G N B BA , S P R I N G 1 8
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PHASE 3 DESIGN
DESIGN SOLUTION: FLO FOUNTAIN INSIGHT: One of the standout insights from our research was that people want to know how clean their tap water is.
HOW:
We addressed this insight by designing an application that corresponds with the water fountain. The application displays where the water came from with a map of upstate that allows you to digitally track the stream, shows cleaning in real time, and displays PH levels, lead, chlorine, and bacteria.
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CONCEPT: LITERS 4 CHANGE APP PHASE 3 DESIGN PA R S O N S S C H O O L O F D E S I G N B BA , S P R I N G 1 8
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PHASE 4 DEPLOY
PHASE 4
DEPLOY
IMPLEMENT SOLUTIONS
94-101
SUBWAY ADVERTISEMENTS
102-105 NYC INFLUNCER CAMPAIGN 106
SHORT TERM GOALS
107
LONG TERM GOALS
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PHASE 4 DEPLOY
PLATFORM OUTREACH: SUBWAY ADS INSIGHT:
A lack of awareness regarding the issue of tap water and bottled water was one of the key insights taken from our research.
HOW: We chose to focus on this insight by creating clever posters for subway stations and across subway cars. These posters create awareness about Liters for Change and what we stand for.
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CONCEPT: SUBWAY ADS PHASE 4 DEPLOY PA R S O N S S C H O O L O F D E S I G N B BA , S P R I N G 1 8
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PHASE 4 DEPLOY
PLATFORM OUTREACH: INFLUENCERS INSIGHT: Education is a primary component that
is missing in the world of water. People in both first world and developing countries are not educated on tap water versus bottled water and what makes water clean or dirty.
WHY: In 2005, Serena Williams took the world’s most expensive bath full of Evian Natural Spring Water. This bath was an advertisement for Evian; they chose to use Serena Williams because Evian sponsors the US Open Tennis Championships and Serena has won multiple times. The advertisement was photographed, publicized, and given a lot of media attention because of the internationally known athlete and the recognizable water bottle brand. FLO would like Liters for Change to launch a campaign with Serena Williams that sparks a conversation about tap water and bottled water that will not only educate the public but encourage them to use the FLO Fountain when possible.
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CONCEPT: NYC INFLUENCER CAMPAIGN PHASE 4
HOW: Specific ways we plan to
DEPLOY
execute this will be through a media campaign with three elements. Serena Williams taking a bath similar to the Evian bath, except it will be full of FLO Fountain water. Following this, an educational video explaining the purpose and facts about the bottled water industry and tap water with Serena Williams in it will launch to our social media platforms like Facebook, Instagram, and Twitter. The last portion of the media campaign will be a highly publicized photoshoot of Serena Williams filling up her reusable water bottle at one of our FLO Fountains in Manhattan. We hope this photoshoot will have a successful outcome similar to what happened with CitiBike after Leonardo Dicaprio was photographed using one.
F LO F O U N TA I N BAT H
E D U CAT I O N A L VIDEO
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SHORT TERM GOALS
LONG TERM GOALS
PHASE 4 DEPLOY
Begin by expanding into public parks and schools with FLO Fountains
Branch out to other boroughs, beginnning in Brooklyn
Partner with healthoriented grocery stores and local bodegas
Reach other main cities throughout the U.S. such as Chicago and Philadelphia
Educate New Yorkers about their tap water and where it comes from
Build educational platforms that will create real change beyond major cities
PA R S O N S S C H O O L O F D E S I G N B BA , S P R I N G 1 8
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LITERS4 CHANGE created by
Alexandra Letellier - Angelina Gritcuk - West Theriault