Irene Yen-Hsuan Shih, Service Design, Royal College of Art, 11th Dec 2013
BACKGROUND In 2015, National Trust will reach its 120th anniversary, and one of the most successful fundraising campaigns, Neptune Coastline Campaign, will also celebrate its 50th anniversary - The Neptune team is almost finishing an overall geographic survey for its achievement. - The Media team is working on how they engage people in celebrating the coast.
“ One thing we know is that a huge number of households have a memento they’ve taken from the seashore – a pebble, or a shell, or other souvenir – which shows how people in Britain, even if they live inland, have a strong connection with the sea.” - Alex Hunt, Assistant Director, Media & External Affairs
“ We’re almost done the overall geographic survey, and the web team is also working on an internal interactive map so that we can collect and review data easily. “ - Caroline Bowyer, Giving Programmes Manager - Mike Renow-Clarke, Conservation Information Manager
THE BRIEF How can we engage the young metropolitan people in celebrating the coast through connecting their urban daily life with the achievement of Neptune Coastline Campaign, in order to higher National Trust profile and provide more relevant, attractive, accessible and affordable experience for them? - Promote the achievement of Neptune Coastline Campaign in half a century - Reinforce the connection between British people and the sea - Reach out the broader audience: the huge population in metropolitan cities
THE TARGET AUDIENCE Research shows the young metropolitan people, the liberal opinions aged between 25-40, will one day be National Trust members. How can we speed up this transition process? - The profile of the NT members and visitors is around the mid-aged, the elderly, and the families - National Trust has 7% of the UK population as members, but in London, it goes down to 5% - London has 12.5% of UK population, which is younger and more mobile - The London Project is an exercise to scale up in other places with similar metropolitan audiences.
“ The London Project aims to higher National Trust profile, and provide more for members and our target audience to do.� - Ivo Dawnay, The London Director
DEMOGRAPHY & GEOGRAPHY Many of metropolitan cities with a huge population are inland in the UK, so how we make the Neptune Coastline Campaign more relevant, engaging and attractive for them?
Interest
London has a younger population than other regions in England. From Census 2011, over 35% of London's population was aged between 25 to 44 years old, approximately 10% higher than other English regions. Only 15% of Londoners were 60 years old or older, about 7% less than in other English regions. Source: Census 2011 Resident Population by 5 year age group, UK district, country and region. Greater London Authority, March 2013.
Influence
STAKEHOLDERS ANALYSIS The incomes from membership and visiting properties count 60% in total, therefore the members and visitors to properties are the most important stakeholders for the trust
STAKEHOLDERS ANALYSIS The incomes from membership and visiting properties count 60% in total, therefore the members and visitors to properties are the most important stakeholders for the trust
INSIGHTS FROM INTERVIEW “We went out for holidays to a seaside resort, which recommended by my friends. I liked the sea so much and even didn’t want to go back London......” - a graduate student “It’s not relevant to my life. Why do I have to care about or even clean up the beach?” - an architect “I want to have something exciting and fun, like club or pub.” - an animator “I don’t think young people understand or even know about National Trust... You said they’ve been running over 100 years? Neptune Campaign? ”- a designer
INSIGHTS FROM INTERVIEW “We went out for holidays to a seaside resort, which recommended by my friends. I liked the sea so much and even didn’t want to go back London......” - a graduate student “It’s not relevant to my life. Why do I have to care about or even clean up the beach?” - an architect “I want to have something exciting and fun, like club or pub.” - an animator “I don’t think young people understand or even know about National Trust... You said they’ve been running over 100 years? Neptune Campaign? ”- a designer “After a hard daywork, we want to relax, we don’t want to be reminded of the world’s problems, especially abstract issues such as ocean destruction. We replaced it by pop culture, fashion, and return to the mainstream media to escape. But it’s here that leads to decisive actions.” - Shawn Heinrichs at TED Talk
URBAN STRESS
- Activities / How to use
INSPIRATIONS “I traveled pretty far from home, collecting sounds around the world, for music. I can’t express the world by pictures or words, so I love music. - Max LL, a composer & songwriter “I’m looking for opportunities, a performance or teaching, which I don’t think the college gives us enough support for that.......” - a RCM student “I like V&A. It inspires me.” - a RCM student
What does inspire you to create music? What is the opportunity you are looking for? A Stage A Performance A Media Exposure A Sponsorship .......
ENJOYABLE EXPERIENCE National Trust educates the public through providing enjoyable experience, so what does make this experience? Can we make it relevant, attractive, accessible and affordable for our target audience?
Vision Hearing Smell Taste Touch
EXEMPLAR
2011 PRIORITY APPEAL: BROWNSEA ISLAND
“I would say anything that encourages young people to think about environmental conservation is a good idea.” - Reuben Hawkwood, Head Ranger of Brownsea Island
ANNUAL APPEAL 2011-2013
PASSENGERS OF LONDON Everyday, 214,000 passengers pass through Waterloo Underground Station. Every year, over 94 million passenger entries and exits.
PEOPLE OF NATIONAL TRUST In 2013, National Trust has 3.93 million members and19.2 million visitors ...... And They have had enjoyable and unforgettable experience here.
TRANSFORMATION How can we engage the stressful London commuters in celebrating the coast through connecting their daily life with the achievement of Neptune Coastline Campaign?
NATURE&MUSIC AS A REMEDY
- Activities / How to use
“I found myself in a sea in which the waves of joy and sorrow were clashing against each other.” - Naguib Mahfouz, An Writer who won Nobel Prize for Literature in1988
COLLABORATION
- Activities / How to use
TfL BUSKING SCHEME
COLLABORATION
BUSKERS IN LONDON
COLLABORATION
TfL WITH CLASSICAL MUSIC
SUPPORTING EVIDENCE "They overwhelmingly agreed that hearing classical music made them feel happy, less stressed and relaxed" - A survey of 700 commuters conducted by TfL
"There is no doubting Mozart's prodigious talent, as this radio season attests...... The familiarity of so much of his magnificent music may surprise some travellers, but what better way to brighten up the daily commute, especially on the first day back after the holidays." - Boris Johnson, Mayor of London
"Music is a moral law. It gives soul to the universe, wings to the mind, flight to the imagination, and charm and gaiety to life and to everything." - Plato, around 300BC
THE STRATEGY We are inviting London commuters to celebrate the coast. British Soundscape is a live project in collaboration with musicians and the sea. The campaign #SingForSea is its starting point which will be launched in June 2014. - Represent the achievement of Neptune Coastline Campaign in a novel way - Remind the metropolitan young people of the best experience by the sea - Invite them to celebrate the coast with their creativity and talents
Soundscape 2014
MAPPING: COAST & CITIES
https://mapsengine.google.com/map/edit?mid=zJtH0J5EUpQI.kDuXDq74e8Rk
THE SCHEDULE Service Prototype As A Provocation - Brownsea Island as an example - Collection of sea sounds - Nov 2013 - Collaboration with musicians - Nov 2013 - Music video released - Dec 2013 - RCA WIP Show - Jun 2014 - Album “British Soundscape - 2014 - National Trust Celebrations - 2014/15
THE SOUNDSCAPE OF BROWNSEA ISLAND
THE SEA IS SINGING, INVITING PEOPLE TO COME HERE, TO CELEBRATE THE MOST SUCCESSFUL COASTAL CONSERVATION.
LIVE PERFORMANCE
Evening of 6 Dec 2013 th
Music is the vehicle to take London by storm - To fulfil National Trust’s ambitions of generating public participation and awareness of the coastal conservation and its achievement
THE ONLINE PLATFORM
THE MUSIC VIDEO