GreenHeroes (Finalist.)
TVO (charitable organization responsible for GreenHeroes delivery), Conservation Ontario, Organics Council of Ontario, Green Living Enterprise, CAPE (Cdn Association of Physicians for the Environment), bitHeads/Bedlam Games, and Thing Tank (University of Toronto).
TVO has been an enthusiastic contributor to GreenHeroes. From the onset, they understood the campaign was designed for the new social networks as well as the traditional medium of television. TVO supports our vision to build dynamic connections to real world events through effective marketing strategies and partnerships.
Our other non-profit partnerships are similarly committed to increasing the impact of the GreenHeroes campaign and are supplying in-kind media, PR and consultation support and access to their communities, events and social media channels.
Climate Spark Venture Challenge has also introduced us to a number of developers and innovators who have services and tools we can use in our social media game and other on-line activities. We look forward to discussing ways we can work together with this community as well and have revised our proposal to reflect some of their feedback already.
The GreenHeroes Take Action Campaign is designed to help transform audiences from mere viewers to involved do-ers by connecting them to people who heroically ventured forth and acted on an idea to help protect the planet. These out-of-the-box thinkers have created movements inside the mainstream that have led to emission reductions and more.
At the heart of the GreenHeroes Campaign are well-produced stories told by great storytellers. These stories are delivered as short portable, webisodes distributed on multiple distribution channels and as a series of TV episodes. New to this phase is a call to action social media game that uses the outreach power of our broadcaster and partner networks and our own GreenHeroes fan base to promote and reward activities that reduce energy consumption.
The GreenHeroes Campaign also encourages the audience to become the story by nominating people they know through a contest and connecting them to organizations who can use their energy and interest via our take action campaigns, a daily blog and next, a GreenHeroes game.
GreenHeroes launched last year as a series of 24 x 3 minute webisodes, a series of 6 x 30 minute TV episodes on TVO, and an integrated multi-platform campaign. We successfully ran our inaugural Nominate a GreenHero contest and announced the winners at the GreenLiving show, Canada’s largest consumer event focused on the environment. This combined broadcast, on-line, and street-level promotion resulted in over 600,000 page views and above average dwell times of between 4-6 minutes on our GreenHeroes website.
TVO has committed to license an additional 21 webisodes and seven half hour TV shows and supply funds towards gamifying our existing site and developing the social media game. With this broadcast support, we successfully applied for development funding from the Bell Fund and are now working with bitHeads/Bedlam to develop ways to gamify our web presence and to create a province-wide call to action challenge. This challenge could be delivered as a pilot social media game to garner citizen involvement in Toronto that could then be scaled locally, nationally or worldwide.
We have also secured relationships with several green-minded organizations and media partners for outreach, consultation and focus group testing. These groups include Conservation Ontario, Organics Council of Ontario, the Canadian Physicians for the Environment. GreenLiving Enterprises, Our GreenHome and the on-line radio channel Mediazoic. These partnerships keep us informed and give us access to key events and stakeholders within their communities.
If successful we will use the ClimateSpark Venture Challenge funds toward creating our Social Media game and enhancing our website to recognize players for actions they take to reduce carbon emissions in collaboration with our partners and the ClimateSpark community.
Currently GreenHeroes reduces carbon emissions by creating inspiring stories, available as on-line webisodes and TV shows, and by creating related take action campaigns for each GreenHero, both online and in the real world.
As an example, Boston Bruins defenceman and GreenHero, Andrew Ference convinced the NHL Players Association to sign onto carbon offsets. This commitment resulted in spin-off green activity at hockey arenas as concession stand owners sought out recyclable containers and arenas switched to CFL lightbulbs.
As part of our community engagement strategy, our social media team brought the webisode to an audience who would not have seen this webisode elsewhere. They connected with the Boston Bruins and had the video posted to team's official blog. Within 30 minutes, the webisode was viewed 1,000 times. The team also researched 14 organizations and activities to link from Andrew's take action campaign page so viewers could immediately get involved in reducing their carbon emissions.
This is one example of GreenHeroes in action. We have 23 heroes and related campaigns completed. In Phase 2 we plan to do 21 more as well as gamify our website and create a call to action challenge using a social media platform like Facebook.
We are now working with game developers and with our partners to develop tools and activities around a quantifiable and achievable reduction in emissions. This crowd-sourced challenge will be promoted by TVO and our partners to reward activities that reduce energy use.
To illustrate how this energy reduction “call to action” could work, we will use the example of Vev, a forty-year old mechanical engineer living in downtown Toronto. He is watching TVO and sees a promotional spot for GreenHeroes challenging viewers to submit ideas to reduce energy consumption by applying “out of the box” thinking to an everyday activity. Vev is on the board of his downtown condo and has hooked his television set into an antennae on top of the building to save energy. He has just convinced his fellow board members that the entire building could have the same cost savings by tapping into this simple technology. Pumped by his recent success, he now wants to encourage others to do the same. He goes online and inputs his energy saving idea, concentrating on urban areas with condo dwellers. His “call to action” is to get others to convince their boards to adopt the same policy and to measure their energy and cost savings.
In order to reward Vev and other players like him, we will gamify our existing site through partnerships with software developers (who create ways to measure the effect) and with suppliers of sustainable products and services (who provide incentives.) The resulting GreenHeroes "metagame" will include the following features:
Challenges - Challenges form the core of directed player activity. Here, players form groups and track reductions in their historical energy use over a period of time. Savings are aggregated for the entire group encouraging players to form teams that can effectively spread the message of conservation.
Point System - Players earn points for activities on the website ranging from simple actions (viewing a webisode or commenting on a blog) to more complex and rewarding social interactions and activity required to complete energy saving challenges.
Player Reward/Badge System - Rewards focus on public recognition of status (through badges, communication, etc.) and access to exclusive content (e.g. behind the scenes tours, access to GreenHeroes, participation in events, etc.) Certain rewards will be made available as a function of earning GreenHero Points (GHP) and “leveling up” (e.g. when a player becomes a level 10 GreenHero by amassing 10,000 GHP they could be allowed to blog on the site, etc.) and others will be directly tied to a call to action (e.g. by winning the carbon reduction challenge, the group that won gets to create their own challenge, or is featured in a GreenHeroes webisode, etc.)
The GreenHeroes team is a dynamic group of people whose combined experience span numerous networks including environmental groups like Greenpeace, TEA and Planet in Focus, broadcast entities CityTV, Discovery, TVO, CTV, CBC, Global, Corus, APTN, MTV and Vision, industry organizations Interactive Ontario and DOC Toronto, and academic institutions University of Toronto, OCAD, Centennial College, the Canadian Film Centre and the Banff New Media Institute.
CineFocus Canada-John Bessai and Joan Prowse, Producers
CineFocus Canada (http://cinefocus.com) is a content creation company with 20 years experience producing television documentaries, educational videos and interactive properties. CineFocus’ body of work includes over 50+ educational videos on the environment, community health and labour initiatives for government and non-profit groups and 25 hours of prime-time programming that has been pre-licensed to Canadian broadcasters and sold around the world.
CineFocus began during the 1988 federal election when John Bessai and Joan Prowse created a national discussion piece that brought Canadians’ attention to the problems with the proposed Canada-US Free Trade Agreement. They followed with documentaries that explored issues of national sovereignty and identity including an investigative documentary on the North American Free Trade Agreement and Women of Change, showing the result of NAFTA through the lives of women in Canada and Mexico. Always active in environmental storytelling, they co-wrote and produced magazine pieces for Discovery’s @discovery.ca and Animal Planet including Greenpeace: A Canadian Discovery and In Search of the Spirit Bear about Canada’s endangered rainforest habitat.
John and Joan are both alumni of the Interactive Project Lab at the Canadian Film Centre and the National Screen Institute's Global Marketing Program. In 2004 they turned their TV documentary Visions from the Wilderness: The Art of Paul Kane into an interactive DVD and museum exhibit that is on permanent display at the Royal Ontario Museum. In 2009 their music biography, Buffy Sainte-Marie: A Multimedia Life, was nominated for a JUNO award and in 2010 GreenHeroes was recognized with a Rockie award nomination at the Banff World Television Festival.
TVO - Christine McGlade, TVO Executive in Charge of Production
Christine McGlade has been working in the broadcast and digital media industry in one form or another for over 25 years. She combines strong experience in content creation with a technical background in computer graphics and web development, and holds a certification in Internet Business and Technology from the University of Toronto as well as a Bachelor of Fine Arts in Integrated Media from OCAD University. In her role as Manager, Interactive and Digital Media at TVO, a position she has held since 2005, she is responsible for 2 large, database-driven websites: tvo.org and tvoparents.com.
BitHeads/Bedlam Games - Trevor Fencott, Creative Lead
Trevor Fencott brings 11 years of interactive industry experience to his role as President and COO of bitHeads (and Bedlam Games), a multi-platform game and technology company. Prior to bitHeads, he co-founded Groove Games, an international publisher of console and PC games. He has been credited on the creation and publication of more than 30 video game titles. He is also a consulting producer to the Lost Girl series on Showcase and a frequent speaker on integrated and transmedia implementation including at NXNE and the Toronto International Film Festival.
Trevor serves as a Director of Interactive Ontario and on both the Screen-Based and Interactive Advisory Committees of the Ontario Media Development Corporation. He holds an Honours degree from Queen's University and a law degree from the University of Western Ontario.
WebCultured - Bart Dabek, Technical Lead
Bart was recruited directly out of Sheridan College to pioneer online video with VFM Interactive where he helped to bring rich media to major travel website (Travelocity, Orbitz, TripAdvisor) and put online video on the map at JumpTV where he helped to deliver live video to millions of people worldwide.
In 2006, Bart presented his first publicly launched project called QuestionVille at DemoCamp. That same year he initiated a project called AboutMyPlanet.com which focused on the environment and spreading of green news. AboutMyPlanet is now part of AMP Blogs Network (launched 2008) which is a network of blogs and websites focusing on everything green, serving over 1.6 million page views annually. Bart’s next endeavor was co-founding KickMy.com and creating the matching tool for the volunteer social media site GetInvolved.ca.
Filemobile - Steve Hulford - Chief Creative Officer/Mediafactory, Software Provider
Steve has founded, developed and launched numerous Internet products and companies of which Filemobile is his third venture. As Filemobile’s Chief Creative Officer, Steve is responsible for product development and delivery, blending creative and technical solutions that drive media value. Previously, he was a co-owner of PoolExpert.com, which was purchased by Rogers Communications in 2008. Steve has served as the vice-president of sports products for TSN and RDS where he managed product development and P&L for these popular Canadian sports websites.
ThingTank (formally Designing Digital Media for the Internet of Things) - Matt Ratto, Idea Jams Director
Matt Ratto is an Assistant Professor in the Faculty of Information at the University of Toronto and director of ThingTank (http://www.thingtank.ca), a non-profit lab space and research project examining and designing the Internet of Things. His work builds upon the new possibilities offered by open source software and hardware, as well as the developing technologies of 3D printing and rapid prototyping.
The GreenHeroes campaign was launched in the fall of 2010, developed and produced with financial support from the Banff New Media Institute, the Canadian Film Centre, the Bell Fund, Canada Media Fund, CIFVF and Ontario broadcasters SUN TV and TVO. This spring, partnerships with provincially based media and environmental organizations were formed to bring additional in-kind and outreach support. TVO has renewed its license as the lead broadcater for GreenHeroes Phase 2 and distribtution deals were signed with Films Transit International and McNabb Connolly.
For the past three years CineFocus has received funding from the Ontario Media Development Corporation to attend international content markets outside of Canada. Here important connections with broadcasters, distributors and co-producer partners are being made for international sales and licensing.
GreenHeroes is already receiving industry and festival recognition too. It was showcased at the at Banff/NextMedia in June 2010 and at NATPE in Miami in January, 2011. GreenHeroes was nominated at the Banff World Television Festival in 2010 and featured at the Planet in Focus International Environmental Film Festival in 2010 and 2011.
Description of Target Market
We like to think of our fans as the “deep greens” and the larger “green attentives” - those who care about the planet and who are looking for new ways to engage in its protection. The GreenHeroes campaign is aimed at bridging the gap between these two audiences by reaching out to people who want to be Green but think they are too busy or the cause too overwhelming. To do this GreenHeroes delivers its content on multiple platforms and chooses everyday heroes, reflective of the mainstream, and celebrity ones with a wide fan base.
As a public broadcaster, TVO makes GreenHeroes accessible to virtually everyone in the province of Ontario and reaches, on average, 3.8 million homes each week. Women viewers 35+ comprise more than 1.3 million of these TVO viewers. This demographic is actively involved in their communities and in issues of concern, with 39% ecologically committed. (Print Measurement Bureau). GreenHeroes' Facebook demographic shows our fans span the age spectrum, with the highest concentration being women 25-45 years of age.
Marketing
We have a real opportunity through our broadcaster TVO to get the word out on-line and through on-air promotion. Our partners are also spreading the word through their websites, email chains, newsletters, and by inviting GreenHeroes to participate in their live events. In addition, our GreenHeroes have a wide network of fans, associates and members. Our on-line engagement strategists work with their organizations to promote the webisodes and the bi-monthly take action campaigns. We also have an on-line radio channel on Mediazoic who are very active in promoting our site.
As a result, our audience base continues to grow weekly. For example, we now have almost 1,000 Facebook fans which equates to a reach of 150,000 people. Add to it the 165,000 people who watched the show during its initial 6 week run on TVO, and the over 600,000 views to our GreenHeroes site. Already, we have reached 1 million people.
Cross marketing within the music community is another great way increase audience. Each webisode features musicians like Buffy Sainte Marie and Chris Birkett who have thousands of fans. Promotion via their Facebook groups and websites also drives traffic to GreenHeroes. As a sub marketing activity this may be a tipping point for building a larger fan base for GreenHeroes alongside the musicians, symbiotically driving two brands through available social networking technologies.
The idea behind GreenHeroes is to inspire people with great stories designed for sharing with friends through the social networks. Phase 2 adds to the fun with a social media challenge and the gamification of our website to spread the message even further.
Revenue Model
Our “Go to Market” approach will be used to sell GreenHeroes content and multi-platform strategy to domestic and international broadcasters, advertisers, and sponsors. Depending upon the GreenHeroes customer (e.g. broadcaster, sponsor, educational institution), various product packages are available using a 'hub" and "spoke" model. A ‘spoke’ is defined as the packaging of the content (which can include media, user profiles and a range of features) for distribution. The ‘hub’ is the central GreenHeroes campaign- www.greenheroes.tv managed by Filemobile's Media Factory software.
Current and potential revenue models include:
- Licensing of content for a set fee
- Revenue share of potential content licensing fees
- Advertising
- Sponsored spokes or channels of content
- Sponsored webisodes, full episodes
- Sponsored ‘sharalizer’ video widget
- Sponsored ‘curated content’ (e.g. speeches, performances, behind the scenes material)
- Event tie-in / interstitials opportunities (e.g. Earth Day or other specialized programming)
- UGC Contests
- Product Options
- Licensing "spokes" from the GreenHeroes Hub:
Green Heroes will roll out this new model and generate revenue through a range of traditional and non-traditional partnerships with broadcasters and as well as radio stations, newspapers and brands themselves. In the past, revenue was built into the marketing plans of brands and administered through their clients. The new model is different. The client is the consumer and the producer is the link. CineFocus has positioned itself to be at the centre of this new mix.
International Broadcasters - Already there are discussions around the adaptation of content to suit international markets. As mentioned, we have a distribution agreement with a leading international broadcaster, Films Transit International, and CineFocus Canada producers attended several key content markets. Producers Joan Prowse and John Bessai will work with Film Transit’s Jan Rofekamp to engage key buyers and make international licensing deals.
Educational Opportunities - Steve and Ann Connolly of McNabb and Connolly, two seasoned representatives in the non-theatrical realm, handle educational distribution for CineFocus Canada's products, including GreenHeroes. They both have experience in the distribution of interactive content and regularly attend all of the key educational markets. Currently they are prototyping an innovating class-room distribution model.
Advertising - Social networking represents a huge opportunity for brands to reach their target audience and increase impressions. New finance models are emerging with broadcasters giving producers minutes of broadcast time to sell themselves to help monetize their productions. For example, CineFocus can offer GreenHeroes' sponsors a branded "donut" around each webisode and the TV show too. This was already done with Bullfrog Power's Tom Heintzman introducing and concluding each GreenHeroes TV episode. Adding this feature to the webisodes has the potential to immediately generate $25-50K in addtitional sponsorship revenue. Webisodes can also generate revenue through a range of partnerships with radio stations, newspapers and the brands own on-line, "wait-screen" and "third-screen" channels.
Revenue Forecast:
Phase I (2009– 2011)
The construction of the GreenHeroes web channel, the fulfillment of the campaign, and the creation of 6 TV episodes and 24 webisodes are completed. Economies of scale have been created, a production team established, and costs per episode, webisode and campaign maintenance (social networking, blogging and ongoing campaign operations) identified. Revenue targets from inventory sales achieved as the content financing model based on inputs from Canadian TV infrastructure begins.
Phase II (2012 – 2013)
The Gamification of the Green Heroes Campaign, a call to action to continue to build the Green Heroes brand and a second season of TV episodes coupled with 21 new webisodes with sponsors and advertisers attached through a preliminary stage of inventory management and sales starting at revenue projections begins April, 2012 with the launch of the interstitials on TVO, international sales trips and meeting with sponsors.
Value per spot on TVO, with integration of the web channel and webisodes on a weekly basis begin at $1,500 dollars a day (3 x $500.00 spots on TVO with placement on GreenHeroes web channel.) Through a cycle of 7 day per week cycle, the potential gross is $10,000 a week or $40,000 a month (less operational expenses) making a monthly projection of $15-20,000 per month which can be invested into content creation and operations. Revenues begin to climb in October with the projection that by January 2013 the goal of $10,000 a week is achievable.
Phase III (2013 -2015)
The GreenHeroes Campaign success in Ontario will be modelled and replicated across several countries with royalties accrued over time based on license fees. These receipts would be minimal in this phase amounting to $100,000 at first. The positive position of the campaign by 2015 would be full integration with a community-based campaign connected to the marketing budgets of our sponsors and advertisers globally.
The Campaign itself will continue to resonate through conventional broadcasting and the approach to integrated marketing undertaken in Phase 1. The new webisodes and TV series will continue to be broadcast on TVO (and possibly other broadcasters) with stable revenues through direct mail, advertising and sponsorship.
Comments
Marketing
I think we have a real opportunity through our broadcaster TVO to get the word out online and through on-air promotions. Also we have partnerships with other media and green channels like GreenLiving Enterprise, Sustainability Network, Conservation Ontario, Organics Council of Ontario, CAPE. These partners are spreading the word through their websites, email chains, newsletters and inviting us to attend and participate in their live events.
In addition our 24 heroes have a wide network of fans, associates and members and we work with them and their organizations to promote the webisode campaigns. For Phase II we will have an additional 21 heroes. Each webisode features the music of musicians like Buffy Sainte Marie and Chris Birkett - who have thousands of fans. Promotion of the webisodes via their facebook groups and websites also drives awareness.
Call to action - is part of the answer to climate change!
http://GreenHeroes.tvo.org has the potential to reach all of ontario on TVO. It also has a powerful web channel which already has been sharing videos with stories about taking on the challenge of climate change around the world. The momentum can only grow with the latest phase of the campaign which is to create ways of measuring people's activities online and in the community. GreenHeroes is the place where not only can you watch change happen you can help make it happen too.
Marketing is all in Social media
With all the great tools we have in social media and the power of our networks I feel that the Green Heroes team can market themselves to the right circles and bring more people on board.
Children in schools are integral to developing out the Green Heroes programs, as the children will help save the planet.
With a great web platform development team you can have a Drupal/ wordpress that spins a lot of Search Engine Optimization in your favour.
It is very expensive to build a super engine platform that can plug and play into a CISCO system.
Have you clearly defined the monetization path of getting people involved?
Can you create a team of community content providers that GreenHeroes become the broadcasters for?
Marketing Challenges
This comment may address the above marketing comments and below musician / music opportunities.
Cross marketing within the music community is a great way to further expand your marketing plan. As a sub marketing activity this may giving a tipping point for building a larger fan base for Green Heroes along side the musicians. This is a very nice way of symbiotically driving two brands especially with available social networking technologies
To improve on this, maybe an simple app could be created that encompasses both causes, that works on multiple platforms within the music and green community.
On-line radio channel that works!
Thanks for the suggestion and would like to hear more about a simple app idea you have in mind. Currently we have a partnership with an online radio network. Here musicians and others in the music industry are DJs. GreenHeroes has a channel on this network where the musicians who supply the tracks to our webisodes and TV shows intro their own humanitarian/environmental messaged music. This has proved an excellent way to cross-fertilize and market for both the musician and GreenHeroes.
Check out what Chris Birkett - currently featured artist onMediazoic's GreenHeroes' channel - has done to spread our brand via Facebook - making our GreenHeroes a "viral" hit for Mediazoic. Mediazoic itself has done a great job getting the word out about GreenHeroes at their web channel which features news stories and an online interview. This is just one example of working with other media channels to spread the word.
Working with Green Heroes
I think that the proposal is very well put together. Bravo Joan.
I discovered Green Heroes leader Joan Prowse through my work with native American rights campaigner Buffy Saint-Marie.
I produced the last 3 albums for Buffy and met Joan Prowse via a video documentary that she made on Buffy's life story. Joan told me about Green heroes and I was very excited that a leading Toronto based TV documentary company were involved in this type of evolutionary work.
I now proudly participate with Green heroes by submitting some of my music for use on their documentaries.
The evolution of humanity on this planet depends on ventures of this kind.
I don't see how it could be improved. Joan Prowse is an excellent writer. The proposal is perfect the way it is.
Musicians really help to push GreenHeroes out to the mainstream
As one of our 24 GreenHeroes musicians - your network of over 3000 fans on Facebook alone and your other social networking and real world connections really contribute to the marketing of GreenHeroes to a wide audience. The proposal is a team effort and I thank your complimenting its writer/compiler.
GreenHeroes works with musicians
GreenHeroes is proud to be associated with many talented musicians whose work has been licensed for the TV show and for the webisodes. Chris Birkett is one of these talented people. Thanks Chris for your support of the Campaign!
Engagement
I agree that the impact is going to be very difficult to measure. The proposal takes a good shot at it, and the gamification of interaction would definately help this along.
I would like to see more resources aimed at bringing the "not-so-deep" greens into the fold. I think the potential of gamification to appeal to new audiences is pretty high. TVO introduced me to the concept of recycling when I was a child, and I think this show could help solidify a new generation of environmentally minded people.
Also, I believe Andrew Ference's position is "defenceman" :)
GreenHeroes Wants to Reach Everyone
Thanks for these comments. We know that "deep" greens and "not so deep" greens often are at odds. The GreenHeroes Campaign is aimed at helping to bridge that gap by reaching out to the folks who want to give Green a try but are too busy or think that the cause is too overwhelming. The ideas is to inspire peope with great stories. Also to give them hope. With our latest proposal - gamification - the idea is to add fun and engagement to Green. Please share the word that GreenHeroes means ACTiON on climage change and ask your friends to come and support us in the ClimateSpark Challenge!
measuring impact
The social media game is designed for individuals and teams to create activities whose reduction can be measured - ie reduction of energy use on a given day, water meter reading, fuel consumption via car mileage readings...We are in the development phase with our game developers now and will be holding focus groups with stakeholders/targeted "gamers" and distributing surveys via our partners networks to consumers. For example, OCO has a booth at the Royal Winter Fair on November 11. We will be there to have people fill out surveys on-line and distributing questionnaires. This feedback will be tabulated and given to our game developers who are creating a design document for the game by mid-January. Climate Spark's investment will go towards creating this game specifically which we plan to launch in beta version on earth day 2012.
Thanks for the correct spelling of defenceman - I wondered about that and will address both comments!
I think the brilliance of
I think the brilliance of GreenHeroes is the fact that they are promoting everyone who is contributing, mixing celebrities with every day folks making a difference in their local environment.. interactivity is one of the main focuses so a GreenHeroes.tv game seems like a natural extension of everything else they do..
The strength of the proposal lies within the track record of the first season.. the heroes being so diverse...it is empowering and really still in it's infancy.. the next season will be even more exciting as GreenHeroes has had this time to endear itself to it's followers.
I love the idea that even with the musicians, Greenheroes has given a platform to some of the lesser known artists as well as some of the "legends"! It is an inviting and inclusive project that can only continue to grow with the addition of the gaming aspect.
Great way to bring the enviro-message to Canadian neighbourhoods
This proposal puts a local human face to the environmentally responsible activities in our own communities.
Green Heroes...We need to find more in our Communities
The Green Heroes team is doing a great job on showcasing those advocates and leaders in the green sustainability worlds.
Children in schools should have more programs on TV that focus on real people and real world issues, versus watching cartoons all the time.
We have dumb down our nation by allowing kids to do what they please and let them control their own time, versus giving them reasons to engage and make a difference in the world today.
It is unfortunate that we can not get kids away from video games!
Currently the only channels that you get informative journalism comes from Discovery and TVO.
I hope the Green Heroes make it to the TOP.
Be well and live well
Zell
Focus on the kids and how they can become active Green Heroes.
Build a outreach to the kids in schools that will engage and get their schools to take part in Eco-challenges.
grass roots approach connecting with all age groups
I can only see strength in this proposal. Any weakness comes from the inability of those saying they are behind the proposal and not acting on their intentions. The use of music, all age-groups young and old in communities. I teach acting programs based on the subject of ageism that affects seniors and youth. These two groups have a lot to give and want to be active. Not all youth are addicted to video games and even toughh some seniors have mobility problems they still have very active minds and want to contribute. Greenheroes has demonstrated that chronological age/challenging physical differences is not a barrier. I would love to help by creating a theatre workshop for any age grou' with the GreenHeroes mandate a deliver it to schools or communty centres. Thanks for the inspiration!
Theatre and GreenHeroes
Thanks Mark - theatre is certainly another way to spread the word in a transmedia, real world way. I think this is an excellent suggestion and love the idea of connecting youth and seniors. Do you know the Anne Johnston Health Station? Their target is both these groups and would warm to this idea. CineFocus made a video for them and this might indeed be a way we can work together to get this idea off the ground!
If they can do it so can I!
GreenHeroes clips show people just like the viewer taking the initiative and making changes in their own lives. At the same time they are associated on an equal footing with the various celebrities who also have clips. These effects combine to provide powerful motivation for individuals to act. The gamification of this approach is a great way to reach more people, especially younger generations.
I suggest a strong emphasis on local communities. If people see actions being taken by neighbours they are more likely to follow suit.
On mobile devices this could even include "vicinity". For instance, you could display real-time what the Green Heroes within 20 meters are doing to save the planet. Although perhaps having their green capes show up in augmented reality would be a little intrusive...
'Real' people make a 'real' difference
I'm going to leave the 'gamification' and 'social media' sides of this proposal to you guys as I'm still learning them myself, but from a purely educational applicaton and effectiveness of content point of view for the market I deal with, using real people with real stories makes a huge impact. Craig Kielburger in IT TAKES A CHILD, Ryan Hreljac in RYAN'S WELL and Maude Barlow in WATER ON THE TABLE all come to mind as best sellers for this very reason.
I agree with Chris, the proposal is perfect just the way it is.
raising awareness
Our struggle to prevent offshore oil and gas development in the Gulf of St. Lawrence is finally gaining momentum. This momentum began in April when I received the honor of being called a Green Hero. I cannot emphasize enough how important the Green Heroes team and company are!! We will win in our struggle to protect over 2,200 marine species from offshore seismic and drilling. Green Heroes and Cinefocus Canada will have played an important role in this process. I urge all who care about the thousands of Mi'kmaq, Quebecois, Acadian and Gaelic communities on Canada's Gulf to support Green Heroes and Cinefocus Canada in their important efforts to raise awareness and protect our planet and the very ecosystems that sustain life on earth. They are the real McCoy and are making a real difference.
Your story is one of many UGC stories we received
Mary, as the grand prize winner of our "nominate a GreenHero" contest, it was a pleasure to meet and videotape your story in September for our upcoming season. What you are doing to create awareness of this problem deserves more attention and we look forward to spreading the word via our webisode and broadcasting your story in our upcoming season. It was great to meet and include Farley Mowat in our filming on Cape Breton Island. He cares deeply for the Gulf of St. Lawrence and his notoriety as an author will no doubt increase exposure for you. Keep up the important work. It makes us feel good to know that stories can come from our audience and make it to the TV screen!
A Call to Action to Reduce Carbon Emissions
The challenge is for a media channel like GreenHeroes to create dynamic and exciting stories about people who understand change. These stories need to be engaging and entertaining. The next step is to make sure that these stories have a call to action that can propagate measurable change. That is the next stage of the campaign and the idea behind Gamification. To focus in on particular actions with each GreenHero Story
The ability to find like minded proposals for reducing emissions and helping to get the word out about these products and services. GreenHeroes is already a place where 24 active campaigns are promoted but there needs to be more!
Call to Action to reduce carbon emissions GreenHeroes can do it.
There are no weaknesses with call to actions. We just need to do it. GreenHeroes has the ability being a Web Channel and TV Show, they are already out there doing there bit. Way to go John and good luck
Call to action - is part of the answer to climate change!
Thanks for your support -
green heroes
short videos always hold the attention - I believe a broad showing on all possible `channels' is a very good way to spread the word, As already propsed, outreach into Face Book etc. will reach many indeed.
However more common channels, such as CBC also will bring the message to all of Canada. Also, all schools across the land should have access to these brief videos, so that they can be used as part of the school curriculum
GreenHeroes coming to Saskatchewan and international audiences
Stay tuned - SCN is another Canadian broadcaster who is airing GreenHeroes and we hope to bring more into the fold both nationally and internationally with the marketing trips we have scheduled for December and the new year with the support of the Ontario Media Development's Market Export Fund.
The content is great -
The content is great - getting people involved in environmental issues and challenging them to be a part of the solution. The proposal itself is well thought out and takes good advantage of multi-platforms to bring in more viewers.
Green Heroes
The strength, and also the biggest challenge of this project is its paticipatory community outreach platform and the way that will result in a mulititude of inovative ideas being generated and shared by the Green Heroes community -- not just a single concept or idea, but a continual influx of new idea generating more and more contributors, and really getting people to think about how they can be a part of the solution. Cinefocus Canada has a strong track record of bringing projects to fruitiion, so I have no doubt they will meet the short and long term requirments of making this work.
My feeling is that while TVO for now is a good outlet, that the long term concept of this venture will require a much heavier focus on internet subscribers than TV subscribers. And of course, I'd like to see the whole idea go viral and reach beyond Ontario and Toronto. But it's good to start at home.
an excellent project with great momentum
I am a fan of the sharing aspect of the Green Heroes project; I believe that the inspiration from familiar faces is not enough to motivate people, but the community sharing challenge aspect of GH takes it to the necessary level. As someone trying to do my part, I not only like to share my strategies for reducing my carbon footprint, but I like to hear others sharing their own. These remind me that there are so many daily actions we repeat on auto-pilot without considering other options. If a list of 100 habit changing improvements are offered and people take away only one that they will include in daily life, that's huge. It is, after all, about changing our mindsets and bad habits. Inspiring stories and sharing of ideas are the best way to make this happen. Good luck with the project.
Focus on the Positive
In this day and age, the news we get about the environment and climate change is overwhelmingly negative and depressing.
Therefore I feel it's important to have an antidote to this: Green Heroes focuses on individuals who through ingenuity, persistence and unique approaches often with few or no resources are making an incredible difference.
Green Heroes with the kids
Jim,
Persistence is the key word. As Edison knew and Walt Disney you try, try, try until you succeed!
When kids get invovled and become the force to reckon with, there is more of a altruistic and empowerment for adults to do more.
The great success stories are those that overcome great trials and tribulations. When one succeeds in make a BIG difference, shifts occur that can change the environment.
How can you create a "rewards" program for kids and schools to get involved?
Well said to involve children
Well said to involve children. No one messes with Sesame Street. One can learn from their model and marketing approach
Out of the Box changemakers will ignite more great ideas
The people profiled on GreenHeroes are no unlike a lot of us. They looked around in their own community and said "what can I do to make change happen?" What makes GreenHeroes different is it takes the inception of a great idea through the challenges and then the reward of taking action. I like the idea that from this on-line story viewers can immediately link to ways to work with organizations to support the environmental cause of our GreenHero and to get inspired to create new ways of looking at a problem and finding a solution.
As a team, GreenHeroes will benefit from the business coaching of the next round to create a prospectus that speaks to this community and also to put this worthwhile project onto the VC community radar.
Sounds like a great idea. But
Sounds like a great idea. But it takes a while to get to the gems of the proposal. It sounds kind of corporate 'jargony'. Is this a prerequisite or can it be made to sound more friendly to the public at large? I feel like I have to wade through a lot of business speak to find the nuggets of a great concept.
Let your passion for the idea shine through. Make me want to cheer for your heroes!
Green Heroes
I think the ability to connect, to make the projects "real" for people will work well with encouraging and/or inspiring others to challenge themselves to support or create projects like these.Well written and definitely communicates a kind of positive energy.
I think it's a very strong proposal and have no suggestions in regards to improvement.
Green Heroes is dynamic
This proposal is the strongest for me because it has the potential to reach beyond those who are already sensitive to the challenges associated with accomplishing a more healthy environment. By drawing in people who respect or are impressed by the "heroes" we grow the movement and raise consciousness more widely within society. Also, despite the penetration of the internet, many of the current decision makers for the foreseeable future are much more responsive to television which I have no doubt is where Green Heroes will show up if it gains enough support for the producers to realize a very well conceived idea. I also believe there are potential corporate sponsors for this. If they get Climate Spark support they will have the resources to meet and even exceed the goals of their plan.
I think GreenHeroes is the
I think GreenHeroes is the perfect venue to get people motivated and interested in saving the environment! By focusing on people who have stepped up to save the planet it inspires others to do the same!
The engagement of ordinary
The engagement of ordinary folks matched by the participation of well known activists really elevates this proposal.
Not sure that it can ...
GreenHeroes Inspiration
Innovative. colourful, modern use of media that can appeal to numerous people regardless of age, culture and abilitiy. Offers an opportunity to take part by example.
I had a very hard time to navigate the Climate Spark site in order to vote.
Fan
I am a fan of the project. I have taken part as a volunteer.
GreenHeroes has a Street Team
The GreenHeroes Campaign also has a street team with volunteers who participate in community events. Thanks for your support, JOE!
The GreenHeroes Campaign is multiplatform and lives on TV, in webisodes, and at live events. Thanks for your particpation Joe!
I am a fan as well, love the GreenHeroes concept
"Take Action Campaigns" work, end of story
link, link, link
Nice work
The green revolution has to come from individuals. This project has a unique way of inspiring ordinary people to take action.
GreenHeroes can be part of a Revolution
Thanks for this comment - GreenHeroes is about story and action - what compells people to move forward and make something change or take a risk to better themselves, their family, their situation? History is full of examples of people who have put their lives and their livelihoods on the line to make a better world. GreenHeroes wants to be the home for these kinds of stories. And also where people take action and reduce their carbon footprint and share the story of how they did it!
everyone needs thier "15
Everyone needs their "15 minutes of fame"
To add to the above comment .
To add to the above comment ...
Extend the amount of total running time on each story.
TV episodes are 24 minutes
Thanks for the comment - I'm glad the webisodes have you wanting more! As one of the video editor of the stories it is a challenge to keep them short and sweet for the web but we find this length is what most desire for this platform. Our TV episodes contain 2-4 heroes stories and weave these in a thematic way around a particular environmental issue/question. For example we look at Heroes protecting our wildlife in Saving Species - featuring Jane Goodall, Ric O'Barry (The Cove), Rob Stewart (Sharkwater) and William Lishman (Fly Away Home)
Check out the TV episodes at TVO's website or on your TV screen. Our funding proposal includes the production of 7 more TV half hours as well as an additional 21 webisodes. That's 21 more inspiring stories coming your way!
Marching in the Masses
Strong proven strategic approach as evidenced by it's performance during its pilot season is reason enough to support the growth of the campaign to new audiences via incentivised game play (gamification). This proposal rightly recognises that there is much market research and user feedback to be done prior to defining those aspects of Phase 2 BUT therein lies the challenge to Green Heroes and similar campaigns... that being the effectiveness of reaching a multi tiered audience with the same impact of messaging and incentive for the user, whether they be "deep greens" or "green attentives" or "green nubes" to execute the call to action. Each demographic will have its own interests and motivations for participating and the strategic approach and execution of it will need to be elegant/easy in its use, filled with appropriate incentives for each user base and allow for the cross polination of these groups.
The creators already identified the lack of relevant user base input to formally define the Phase 2 strategic approach beyond its current description so it appears they are the right path for evolving the improvement of this product
Green Heroes action not words
I believe the Green Heroes platform to be a wonderful way to reach the people and perhaps inspire action by power of example.This topic is well known but often not taken hold of by the masses, green Heroes gives a methodology by which people can begin to act and change their lives.
David Shaw
Leave the proposal as is, it will work.
We Only Have One MOTHER EARTH!!!!
I believe the strengths and weakness will show themselves when needed. We all have a responsibility to our "Mother Earth" in every respect. This proposal it has been created with responsibility, respect and willingness to create a greater awareness of the "Duty" we all have. Chi Miigwetch (A Big Thank You) to John and Joan for doing an amazing job on this proposal.
We always have room for improvement on everything we do in life and if anything needs to be added, deleted or changed, I have Faith that John and Joan will do what is needed. Great Job...
GreenHeroes Call to Action for Our Earth
Thanks so much for this inspired reveiw of the GreenHeroes Campagin - The goal of GreenHeroes is to tell inspired stories that people can make a difference. And with the proposal we have in the Climate Spark Venture Challenge we want to connect with more and more stories and actions and share these across all media channels and platforms. Chi Miigwetch!!! Keep spreading the word!
Peoople powered stories can reduce carbon emissions
I really the like idea of my own heroes like Sarah Harmer and Bruce Cockburn sharing their stories about ways they are protecting our planet. I live near Mount Nemo and love the good feeling a walk in the country gives me. I also know Sarah's partner at PERL and know how much they have benefitted from the GreenHeroes story to help raise awareness of the issue. But Sarah Harmer's story is just one of many. I think that when you watch short videos and then you have the tools to share them on facebook you can really make a huge difference (and win a lot of nay-sayers over) I mean, if a race car driver can works to reduce her footprint, why shouldn't we all?
GreenHeroes Call to Action for Our Earth - Cockburn and Harmer
Thanks for these inspiring comments. http://www.greenheroes.tv/webisode/2943777-Sarah-Harmer - who says that we all need to protect "our back yards" and Bruce Cockburn - who says, in the end, that we can all make the right choice and stop destroying the planet. http://www.greenheroes.tv/webisode/4106001-Bruce-Cockburn -
My username
I just wanted to let everyone know why i choose the username "Sweetasstrawberries", One because it fits in this proposal, and two because it is the only fruit that our "Mother Earth" gives us in the shape of our "Heart". We need to protect, perserve, and educate on how we can do our part, so our "Mother Earth" can continue to give our next seven generations and beyond the sweet fruit of our heart.. Chi Miigwetch...
Keep up the great work...
Green Heroes
Creative way for suppliers to engage with audience and nurture active long term relationships. Weakness might be inheret limit on the number of spokes.
get realtime doer data
GreenHeroes Can Deliver Across The Planet
Thanks for the comments on number of spokes - This was anticipated when the GreenHeroes web channel was built - please see http://www.GreenHeroes.tv. For a small amount of work it is possible to adapt the main hub's URL and and have the same content delivered as in the case of http://GreenHeroes.tvo.org - you can see that this site is branded TVO in the header and has a feed to their banner. We can do this an unlimted amount of times - so a brand, a broadcaster, a person, a radio station -all could have their own spoke - and own URL and with a bit of customization could also have some of custom content as well.
Important Call to Action
I think the proposal is great as it is. I really commend Joan and John for their dedication and passion for bringing Green Heroes to the maintream. Not only is it great to see positive stories from real people who have made significant change, but their proposed Call to Action platform is a great way to encourage consumers to be green heroes themselves. All too often we hear people say that they are just one person, and what can they do to make a difference. The people and stories that Green Heroes offers proves that even the smallest step is a step in the right direction and that there is a green hero is all of us!
critical proposal
Green Heroes is a critical effort. It has opened many an eye to the efforts in the community and inspired. Personally, I became aware of important groups and possibilities for action through Green Heroes. It's critical at this juncture and for times ahead.
I think this is a great
I think this is a great proposal!
Great Project
Green Heroes is a project very worthy of support as it has the ability to help bring attention to all of the other amazing projects proposed. Green Heroes also inspires new activists and activism. This is a unique concept that can only benefit from expanding. Green Heroes is linking the various activists together to build a strong community of like-minded people.
Depth and Breadth, but more Blood and Gore, Please!
This proposal is very well thought out, has a team of great depth and balance, and has tapped the enablers in our community to realize its objectives. If I think it has a weakness it is in relying on stories that need happy endings but no drama. I am not a television person and, quite frankly, I don't watch much television, but it seems to me the test of grabbing a big audience lay either in creating a great fantasy (eg World of Warcraft, Harry Potter) or great gossip (reality TV shows). There is no in between. If this group is serious about grabbing a big audience it has to get down and get dirty with its story lines, its characters, and its plots.
Bring the crowd into the arena, make it a more synchronous experience between characters and audience involvement, and make darn sure you have some good villains. Take us into the shit and the sewers of the teeming cities of the planet (like Slumdog Millionaire). Enable the poor people. Enable the multitude. Enable the dispossessed. Then you will have a drama. I hope I have been helpful.
GreenHeroes and the Heroes Journey
Thanks Myles for this thoughtful analysis. I think these are a really important points - The challenge for GreenHeroes is to create stories that are engaging and connect with audiences and I can foresee us moving into creating some of the "worlds" you describe in future phases of the Campaign. Absolutely too it will be necessary to put the camera where people don't usually get to see and that is the idea behind the streeteams and the potential of user generated conent and GreenHero Campaigns running around the world in all countries.
A very well put together team...
The proposal is very well written, and the subject matter is top notch.
Green Heroe Sarah Harmer video grabbed me and made me care alot about her story. I want to do more, and supporting content such as Green Heroes is one way for me to start.
- O'Neil
I found the content to be a lot to digest for one web page, I am an extremely visual person. However the video did quench my thirst for more visuals.
I'm excited about this
I'm excited about this proposal, especially the degree of proposed interaction!
Seems like a fantastic team
Seems like a fantastic team and an excellent proposal. The videos are shot enough to keep attention, but long enough to get the point across. A great concept.
Everyone can be a Green Hero
Green Heroes celebrates the efforts of well know celebraties who are involved in the green movement. These video profiles are an important way to create environmental role models in our society. I like that this project is entering a new phase that involves identifyin enviro heroes among everyday people. By encouraging people to measure their environmental efforts, they are offering individuals a chance to feel part of the bigger movement. The application being proposed has real potential to engage individuals, families and co-workers to work together to lower their carbon footprint.
This proposal is obviously written by an experienced grant / project financing writer. For the average person, it is too much information. Perhaps a simpler explanation of the main goals of the project (500 words or less) would be useful to sell it to those who aren't that interested in all the details. Good luck with this excellent community project!
GreenHeroes Proposal Goes to No.1
Thanks for all the folks who have been checking out the GreenHeroes proposal - Our goal is to create a Call to Action that will IGNITE a concerntated effort in Toronto to reduce carbon emissions through what we call "The Conservation Game". We are really interesteed and excited by the proposals of our competitors and hope that they all see GreenHeroes as an ally in the sturggle to raise awareness and bring about a call to action that will have a measurable effect -
Environmental journalism
I think it is a great idea to people and especially kids in the community to showcase the those people that are making a difference in the world.
We need more people to take part in activism to help protect the environment.
How can the Green Heroes develop fundraising opportunities for Green Heroe kids in schools to do more good?
Do I need to trade in my truck
Strengths: High profile people talking about the environment creates a bigger marketing thrust for environmental issues.
We don't need to trade our truck in, but a fuel saver option and driving slower will achieve similar results.
I, for example, ride my bike with my kids to school when it is warm, but being in the frozen north, I need to make sure that my kids are warm and do drive them to school. My eldest takes the bus.
At the same time, the hybrid will not help me haul my cargo trailer, or my boat to the lake, and I think we can all find ways to reduce not only the carbon footprint, but also polution in general.
I see people so proud of their old toyotas in Victoria, but then I see oil from these same vehicles leak out onto the street, and go down the drain and into the ocean.
We need to not just look at carbon footprints, but the whole picture.
In Edmonton we there is a fantastic recycling system at the curb, and I would like to see that in all cities across Canada, and throughout the world.
Our focus has become imbalanced so that we think if we have a zero carbon footprint, we can dump some oil and pop cans into lakes or the ocean.
This is not a critisism of this series, but of our whole environmental focus. The proposal is just doing what the masses hear, and want to hear. It is imbalanced.
Let's not forget the forest through the trees here.
Celebrate success stories
This project has great potential to expose many more people to environmental achievements and the people who make them happen. Positive examples that inspire new green heroes is a part of the environmental movement that needs to be nurtured - this project sounds like a great step to mainstreaming sustainability.
I would expect the focus to be mainly on Canadian and local Green Heroes, but I think there would be interest in seeing segments on International Green Heroes too - there have been some amazing developments around the world that would inspire people - what can be done with very little resources is pretty amazing.
We do have International heroes too
Thanks so much for your comments - we are able to include international heroes when they come to Canada for their own projects - examples include the late Dr. Wangari Maathai, Jane Goodall, Vandanda Shiva and next season, Alexandra Cousteau.
We also hope to find international partners who will create GreenHeroes "spokes" in their own countries (ie GreenHeroes India, Germany etc.) in this way we can fulfill the larger vision of an international story-sharing engine with GreenHeroes as the "hub"
awesome
I love the proposal, and the amount of effort these guys put in is huge
no need its all there
Approach corporate sponsors
Using former CSI tenanant Corporate Knights Magazine as an information source the team can identify strong potential sponsors and approach them for support.
The pitch is good, for specific targeted funders it can be turned into a precis for easier readability.
precis help is welcome!
thanks Sandy - we are in touch with Corporate Knights and thank you for the suggestion. I'm hoping the business coaching if we are successful will help us with how to tune our proposal into a shorter precis for targeted funders.
Interesting.
This would definitely inspire lots of people.
Does this actually result in people stepping out themselves?
Measurable results
A goal for Phase 2 and with Climate Spark funding is to generate measurable results around a targeted action inspired by our GreenHeroes stories.
Great Initiative
I think this is a great way to inspire community members to participate and contribute to the sustainability of their community.
Good message distribution
The strong point is the marketing, the distribution of the messages. The weak point is that it draws its substance from others, but it is more a complementarity than a real weakness, as long as the selection process is rigorous. The selection process has to be strong enough scientifically to avoid half truths which can happen when things are looked at superficially.
Demonstrate a strong scientific support, from academia for example.
Cinefocus should be nominated as Green Hero
Good to see real actions about Climate Change. Inspire and get people to act. Will be good to see schools across Canada or even globally using this and link to schools curriculum.
Great initiative!
We all need inspirations to show us or guide us towards doing those things we think, will create a lasting difference on the environment. The Greenheroes approach of taking people who have acted on their desires will go a long way towards inspiring the rest of us to take action.
Leading By Example
Well done! Most of us want to help, few know how. This initiative will help those of us to be shown the way! What better way then to be inspired by those who create the path for us to follow.
great
good idea to get people involved
Integration with existing organization who may or may not have the same vision. Eg. schools, corporate..
Integration idea a good one
We have been working with partners such as the Organics Council of Ontario and GreenLiving, but I like your idea that we also think about partnering those who may not have the same vision - that will really help us spread the message to the mainstream. One of our TV partners was SUN TV and we were excited by the possibility that could bring. Unfortunately SUN TV was sold to Fox News who are not currently running documentaries BUT you have reminded me that I should touch base with them again.
We also like to include stories of a-typical environmentalists like Leliani Munter who has the outreach to Indy and NASCAR fans who normally would not tune into an environmental story.
Great energy behind this!
I think you've got a great team. Energetic, passionate and dedicated to making a real difference. I applaud your efforts! I hope you can keep this moving forward with equally dedicated partners.
Making green changes easy to
Making green changes easy to conceptualize & implement for individuals is a necessary step
Could the episodes be linked to applicable resources online?
Take Action Campaigns link directly to online resources
Yes! Each of our 24 heroes have their own "Take Action" campaigns with direct links to things they can do to support their issue.
The Medium
It is very hard not to like this proposal. But I am more and more aware of a certain famous Canadians phrase these days,' the medium is the message'.
TV spots, gamification (is there really such a word?). We live in a world that is more and more about sitting in front of a screens large and small and our children are becoming more interested in the latest ap than what is going on in their backyard. I am not suggesting here that we try to turn back the clocks on technology, but I am also not certain that another game or TV spot is going to be the means to promote real action.
We have had plenty of examples of media leadership on the environment over the years from Al Gore to David Suzuki. What I am missing in these types of actions are the translations on the ground in our communities that promotes these actions in a meaningful way other than for a kind of entertainment value.
So, how could this program connect to the classroom for curriculum additions, projects and programs? How could it connect to community projects in a real sense that could then be promoted as best practice examples for other communities?
How do we turn the few into the many?
Totally agree
In addition to my comment below, I completely agree with this comment. The technology involved in the proposal is only useful insofar as it more effectively transmits the message and encourages the idea that there is still nothing better for the environment than the goodwill of people who spend their time appreciating it by actually getting their hands dirty.
GreenHeroes aim is to turn viewers to do-ers
This is a very good question and one that we really want to act upon. We have an educational distributor who is working to take the stories into the classroom and Street teams who are spreading the message at real world events. However these initiatives need to be planned further and properly integrated and funded. We have partnerships with provincial organizations with local access such as Conservation Ontario and the Organics Council of Ontario.
So the next step really is how to get the stories of do-ers on-line into real world change. I know from belonging to an environmental organization for many years how few bodies there are to do the on-going work. The challenges are so huge and people get burned out. What we truly want to do is connect "the green attentives" to environmental groups who have a definable need and strategy so that there is constant revitalization - and activity - taking place.
GreenHeroes - How the Medium Becomes the Message
The GreenHeroes Campaign has always been about inspiring people to take action and create the synergies so that people can actually take part in events, actions and activities and be connected to eachother. In the same way that brands and media sponsors take part in community events, GreenHeroes is creating similar partnerships and is reaching out into the community. GreenHeroes is also a place where stories are told and these stories are shared across platforms. The next step is to build in a reward and rating system similar to the leader board of the ClimateSpark competition - by taking certain actions a user can be rewarded with points and achieve a certain status. Taking action can mean sharing a video or a story on a blog but can also mean taking part in an activity that can have an environmental impact. The planned "call to action" would be devised around a particular action that would be supported by the GreenHeroes Campaign and then people would take part directly or indirectly and gain points. Developing this aspect of the Campaign can also be done in conjunction with inspiring the contribution of stories from schools. Community projects that are undertaken can be done and the stories are shared on the GreenHeroes web channel or can show up on TV depending the nature of the action. The new gamification feature (yes it is word) means that more people can have access to GreenHeroes and take part in the calls to action from the 24 existing campaigns and get points while also earning points sharing stories and creating their own activities. We are planning on introducing the "Call to Action" aspect of the Campaign as part of the ClmiateSpark Venture Challenge opportunity. We believe that many if not all the the actions that are implied that people would take in the projects of our competitors are example of activities worthy of points and status rewards. The creation of stories and commentary about these projects and having a go -to media channel were these stories can be shared and commented on is a goal of the GreenHeroes Campaign. Our goal is to build a media channel that is supported by the stories and ideas of the community and whose mandate is to promote and encourage people to take action in their communities around making a difference.
Turning celebrity worship on its ear
An excellent and well-researched proposal filled to the brim with great ideas. Having worked as a Green Heroes partner, I can attest to both the integrity of the core team and the current and potential reach of their initiatives. Many of the featured celebrities' stories are compelling but, as I've said over on the Green Heroes site, one of my favourite examples of "outside-the-box" green thinking is the way that Andrew Ference takes the "macho" notion of respect, typically not a quality associated with the green movement, and turns it on its ear to illustrate the positive effect it can have on environmentally sustainable behaviour. I agree that the actions of the "ordinary person" are crucial to telling the Green Heroes story, but the fact of the matter is that many people are captivated by celebrity culture and I think Green Heroes hits the nail right on the head by trying to turn that cultural fascination into something positive for the environment.
In the Emissions Reduction Potential section, you mention that it was difficult to measure engagement accurately, and then cite several digital avenues (Bruins blog, links to organizations) through which content has been distributed. The beauty of a well-planned and executed digital campaign is precisely the ability to measure engagement on a much more profound level than has been previously possible with campaigns in more traditional media such as television, print and radio. I would like to see a greater focus placed on detailed measurement of the various interesting campaigns you've proposed, particularly in your planned move into a digital gaming element. The metrics generated by such measurement would serve two important purposes. First, they would give you much greater insight into which of your projects were engaging people and which weren't, and this information could then be used to refine and better target future campaigns. Second, a detailed and well-presented set of metrics would be a powerful tool when approaching eco-friendly corporate or other organization partners interested in sponsorships or other revenue-generating opportunities like the ones you mention later in the proposal.
Audience research and analytics underwy
I couldn't agree more on the importance of metrics and knowing what works to build on the positive and revise what is not. This is an important part of our Phase 2.
Right now we are conducting surveys - distributed through our partners to their membership and what is working with GreenHeroes, the platforms they prefer and their interest in gaming generally. This is an exciting phase for us - but is sadly in need of funding.
Also we can gauge the appeal of heroes via the number of video views (visible in the left corner of each webisode) and the analytics we gather via Google Analytics and Facebook. Right now we have positive numbers when it comes to dwell times and page views - but more information gathering is needed and requires adequate funding.
Inspiration leads to
Inspiration leads to innovation! Demonstrating to individuals the history and success of others can really drive initiative which is what we need!
Have you consider connecting to existing organisations that do peer-to-peer mentoring? Some hands-on, interpersonal activities could be really cool.
Do u think it really work ??
The propsal have good & effective solution for better enviroment. Something new !!
But here the most difficult part is to get in the public . And for that lot of audience engagement & involvement is necessary by different medium , which I personally think is not very easy to achieve.
Still Best of Luck with your proposal !
Proposal is really innovative
According to me , the stated proposal is really very innovative and creative. It is good idea to move on with all the public in general to have fruitful results. This proposal has the potential to engage the interest of the people from different interest groups.
I appreciate.
Connecting Reel life and Real life heroes
It is a new concept that makes it relatively easier for the audiences to connect to the gravity of the situation by looking at the real life green heroes. it makes them understand the grim situation more clearly and taking up timely and positive initiatives.
the proposal sounds good but needs to be implemented on a wider basis, reaching out to every possible section of te audience and convey the message even more concisely.
this proposal have better
this proposal have better efficiency in making the enviroment clean and eco friendly
it can be improved by uitilising the optimumuse of resources and eco friendly materials
the future of media
They have clearly thought out the different platforms the project can use to find an audience. I disagree with the many comments about the marketing aspects of the proposal being weak, as I think that through the partners outlined and the social media strategy, the marketing requirements of a project of this scope have been adequately addressed. My concern is that the project is vast in scope, but the fact that there is a unified vision behind the project should address this.
The Gamification aspect to
The Gamification aspect to your project is a great way to keep an audience attracted, engaged and loyal
It would be great if the game had an unlimited amounts of "levels" giving the user a longer game play experience, in turn it promotes a return user.
online to offline
A number of people have commented on the relationship between online games and real time action. Online interaction is becoming THE mosti important tool for social movements these days -- but the critical factor is being able to translate an online community into direct action -- be it as simple as texting to donate, or as complex as a flash mob or organized protest.
In this instance, the challenge will be to connect the online challenge to real world solutions and solution providers.
...With the ability to provide location-specific solutions.
If you can take a database such as we are developing with the Great Green Directory and connect it to individual challenges, then we are really talking!
For example, someone from Toronto looking for an energy audit as part of a home energy challenge would get these links to auditors, whereas someone in Guelph would get this local listing.
Hopefully, we will be able to support your project and provide connections to real-world solutions.
Working together
This is an excellent suggestion to connect the GreenHero challenges to your Great Green Directory. Let's talk some more!
(BTW this is what I love about ClimateSpark and the CSI - it really is about connecting and then acting together)
Marketing Marketing Marketing
In Essence, this proposal is a full scope marketing campaign for "green" activists. This can only help every other person; company and organization reach their potential.
Highlight and collaborate with everyone else in Climate Spark. By raising awareness to them you will only increase your own profile.
GreenHeroes is about Marketing Social Change
At its core, the GreenHeroes Campaign is all about marketing - in essence it is a fully integrated media campaign - the client (in a sense) are the people that care about the future of the planet - perhaps as you say "green" activists. But the essence of the Campaign goes further. It is actually designed to reach out to the folks who care about change and want it but don't know how to get involved or think that is probably too late to do anything. That is why GreenHeroes is about storytelling. Inspiring stories about people who have made a difference. Watch this webisode about Ray Anderson, for example and then participate in the campaign GreenHeroes has organized around sustainable businesses which we call Scaling Green.
GreenHeroes is about Marketing Social Change
At its core, the GreenHeroes Campaign is all about marketing - in essence it is a fully integrated media campaign - the client (in a sense) are the people that care about the future of the planet - perhaps as you say "green" activists. But the essence of the Campaign goes further. It is actually designed to reach out to the folks who care about change and want it but don't know how to get involved or think that is probably too late to do anything. That is why GreenHeroes is about storytelling. Inspiring stories about people who have made a difference. Watch this webisode about Ray Anderson, for example and then participate in the campaign GreenHeroes has organized around sustainable businesses which we call Scaling Green.
Online Gaming will Spread the Message
I think with the rapid viral spread of collaborative games on social networks, the Green Heroes game is a no brainer. People spend up to 5.5 hours (or more) on social networks each day, with is an increase of 82% over last year. With time being spent on online games being only second to the time spent on social networking, the natural marriage of the two has some great advatages over other methods in educating and spreading information.
The success of games such as Farmville illustrate our natural desire to work as a team to acheive a goal and the desire to share our successes with others. People are no longer thethered to their computers. Mobile access to these social networks makes it even easier to tap into the information and community at any time and anywhere. Backed by TVO and the recent move to Green solutions, the Green Heroes game will easily spread across the networks it is tapped into.
Excellent
yes it has lot of strength to meet the standards
proposal can be improved in many ways but the starting point is to take off on this stage
GreenHeroes Proposal - Taking Action Can be Fun!
The GreenHeroes proposal is about engaging audiences to consider their choices and to take action. The idea of a game to help this process builds on the success that can come from friendly competition. Uniting the community by offering tools and context to rate themselves and their heroes means that change for the better can even become fun. The problems are serious, but the actions can be enjoyable and satisfying.
Knowledge is power.
Green Heroes is more than a "green" campaign, more than a entertaining television program, more than a game, it is conduit for ideas and hope, enpowering its viewers with knowledge and inspiration.
Great idea... probably
Seems like a good, well thought out proposal. Although no one will become "green" to win a prize, having one at least gives a reason to publicize the things greenies are doing. Good luck.
Marketing
not convinced. don't know how would they acheive the objective. how would they carry out the marketing.
proper planning is required.
GreenHeroes is all about Marketing
Thanks for this opportunity to comment. Marketing is the NUMBER ONE issue all of the ClimateSpark ventures face. Of course, GreenHeroes has a marketing plan for building its own brand. But the idea that we are presenting in the ClimateSpark challenge is to take full advantage of our existing media channels - a TV show on TVO, a robust web channel with 24 active campaigns and a daily blog to propel forward a call to action on a specific activity and target Toronto. Of course using only the GreenHeroes media channels will not be sufficient for success, and that is why we want to take part in the ClimateSpark process to expand the opportunity and pursue an even more comprehensive media strategy by creating new partnerships and creating alliances with other worthwhile and important initiatives. GreenHeroes also has an active Facebook fan page and we expect the social networks will be very important in getting the message out. The promise of GreenHeroes being able in the future to promote the services, ideas and stories of initiatives like the one's being featured in the ClimateSpark Challenge is also a goal of the GreenHeroes Campaign.
Very well thought out.
Very well thought out.
I can't think of anything.
Great idea!
I love how this proposal uses social media to involve the communtiy and inspire and acknowledge green initiatives. The game idea seems very forward thinking and current.
Channelling Voices
Excellent proposal. I've always believed that the best way to spark change is to lead by example. This project offers easy access for the public through social media to learn from individuals who have chosen act as leaders. This is a great way to promote change through the creation and of an online community by using traditional social media as well as games.
I see tremendous growth potential.
Strong Idea!
Seeing living, breathing examples of people who make a difference is inspiring and an excellent motivator for others. Would be a good education tool for schools. Good luck!
Green Heroes rocks!!
They have a very good idea and this could save mother earth from getting exhausted and this may be one of the better solutions for Global Warming and Environmental problems.
The idea is effective and New but still they need some more planning in how to implement this to the people. This can be very useful if people support them.
Specialization and collaboration
Many valid and positive comments have already been provided regarding the professionalism, potential for reach, and how others can inspire us and actually create riples of action. Many comments also valid regarding the challenges of capturing that action, translating action by 'heros' into action in the broader community. Given that on-line environment is emerging as the predominant place for news, information, entertainment, this venture is positioned well. What I find most exciting about this project is the potential for it to link up with, support, enhance so many other projects, including many which are involved in ClimateSpark.
Recognizing that the Green Heroes team probably has enough on their plate already just getting episodes researched and produced, and getting the sponsors/advertising needed to get it on the 'air', the question is how to fit the 'connection' role/function into the business plan. How to attract and operationalize community-level partnerships? How to establish co-promotions and even partnerships with other ventures that would give some tangible outlet for the actions which the Heroes represent? The benefit would be promotion channels and audience.
We welcome partnerships and have some already
We are very open to collaborating with the climate spark community in particular those who have tools/processes already created. This is a win-win for us as we don't need to re-invent the wheel and the developers and community organizations have another channel to reach their people. There are several avenues via GreenHeroes to collaborate either through links from our "take action campaign, content/stories for our blog and newsletter, and measurable actions in the social media game. Also people can earn GH points for actions like making donations, joining an organization etc.
We have already explored partnerships with several organizations. Currently our partners include Organic Council of Ontario, GreenLiving, CAPE, Conservation Ontario, Sustainability Network, and OurGreenHome.
Strength: Mass media, able to
Strength: Mass media, able to reach a vast audience
Weakness: Appears to have a vast network
vast network = good, no?
I'm not sure how having a vast network would hinder this projects ability to be successful. Can you explain further?
My Thought
Looks like lots of work went into this.
Green Heroes: Empowering People and Saving the Planet
In a world where we are spending more and more time consuming information from a relentless array of multimedia channels AND under constant assault by headlines describing how homo sapiens are heartily destroying the planet, the integrated approach Green Heroes takes to bring about social and environmental change is fresh and welcome:)
What's so fantastic about this approach is the potential to reach and engage so many kinds of viewers, on a number of different levels. And while the idea that one person can really make a difference is hopeful, the Green Heroes Webisodes and their multimedia platform help to breath life into those individuals that are out there risking it all to try and bring about change.
Hats off to Green Heroes for recognizing the opportunity to harness the power of the storyteller+the power of the receiver+ the power of mulitmedia to spark local and international interest, leading to a tangible, positive impact on the planet!
With the explosion of video capable devices today, would it be worth creating a platform where users would be able to video themselves and their friends doing acts of green, uploading and sharing their stories in a more viral way? There must be so many great stories out there. Just a thought..
Two ways to share acts of Green Stories
Thanks Shane for the positive comments and suggestion. Right now our platform has a social network built in when you register you get your own page where you can write, upload pictures and videos too. The other opportunity is to nominate one of your friends as a GreenHero in our nominate a GreenHero contest and start to build content out from there. We also have our Facebook Group and Fan pages where you can share photos and stories. What we need to do with the game is build out from what we have by gamifying our existing site and creating a challenge to reduce energy consumption where people can do exactly what you describe - uploading and sharing stories of how they are reducing their carbon emmissions and other thing that are good for our planet.
Quantified Conservation Storytelling Can Drive More Success
Strength: Quantified Eco Success Story telling is great if told from an outside perspective
Weakness: Purity / editorial independance needs to be maintained, but could lead to restricting revenue opportunities, if stories about corporations are viewed as "paid ads"
Evolve from Green Heroes (focus on the individual hero) to "Green Action" Hero (focus on the quantitative savings and the benefit to the company and to society). Allow them to live in the same universe.
Use ClimateSpark competition to highlight both aspects.
Allow for companies and corporations to get the "Heoes" treatment, in 2 ways
- Directly funded by the company (IE they pay for the treatment as a green hero, the resulting item is branded at Green Hero / Corporate sponsored - and displatyed in a special section of Green Heroes - Corporate sponsored, as well as on paying company's website, as part of their marketing "proof points")
- Directly voted on by the community and using the funds in place for Green Heroes (companies place their story on the web site, and the community votes on comments on the claimed savings and benefits, and determine whether the story is worthy of Green Heroes treatment, branded as Green Action Hero / Community Sponsored)
Use ClimateSpark SVC as a proxy for the process. 4 Winners who get Green Heroes or Green Action Heros treatment
- Highest Rating
- Highest Number of votes attracted
- Highest Number of sustained conversations (conversation strings which result in 5 or more direct replies) comments)
- Highest number of unque commenters
Thoughts anyone?
A working example.. done about 3 years ago.. A corporation was the "sponsor" but they picked the "Heroes" for their series ... using sustainability as an organizing principle, banking/financial services as a context.. here are some early heros
- Reduce Costs - http://bit.ly/actionhero-reducecosts
- Increase Revenues - http://bit.ly/actionhero-increase-revenue
- Reduce Risks - http://bit.ly/actionhero-reduce-risk / http://bit.ly/actionhero-reduce-risk2
- Be Compliant to Country / Industry Regulations - http://bit.ly/actionhero-regulatory-compliance
- Action Hero Wrap-up - http://bit.ly/actionhero-wrap-up
Corporate green hero challenge
Thank you for the thoughtful suggestions and examples to what has been funded to date in this area. We have a platform that exists for our "nominate a green hero contest", that can be easily adapted to nominating a hero within the company/organization itself. Employees/member can then vote on the hero to select an overall winner. This winner - as you suggested - could appear in a sponsored video window on the site. Also our "spoke" model also allows for a company to create its own channel of heroes within the GreenHeroes "hub".
Call to Action
Good points Fred.
Eco Action and Eco Activism
Eco Consciousness and Eco Active
Sometimes with all our best intentions people still fall short of being 100% active in saving our planet.
Like Buzz said
"It is the one small step for man, one giant step for humankind"
I feel the Green Heroes team is positioned well to take on the need to activate people and especially kids to unite and get going on a crusade.
Congratulations to the Cinefocus team for all their hard work.
How can you develop the needs assessment for the planet?
How can you monitor your actions in a tangible sense?
Carbon Green Bonds offered as game points
Execution
It looks like the authors have really considered all aspects - to a point where I'm convinced that the execution of the plan would fully follow through.
Shortened a little bit (nothing major)
Green Heroes succeeds at inspiring people to do more
I think it's a logical entension of a program that already has shown its ability to resonate with audiences.
I think it's quite well-developed already. Schools could be involved more directly perhaps.
The great idea + the game will make a difference
The idea is fantastic. Everyone is watching videos nowadays (look at YouTube) especially ones with the ability of high exposure (the videos of celebrities and/or high profile people). Adding a game element to the campaign will target a whole new audience and allow them to actually take part in making the workd a better place.
The game having mobile possibilities will put 'greenification' into the hands of more people than just watching videos on a screen.
It's people-centred and
It's people-centred and accessible to people from all walks of life ~ most of all it will truly resonate with people who might not be ordinarily motivated to "green up" their lifestyle and day-to-day life.
My ramble: Enhanced details on connectivity ~ how will this work on the ground in cooperation with public housing communities, pnp and co-operative housing ~ the largest landlord in Canada is in Toronto ~ the paths of potential lie in forging partnerships, sustained relationships with L/L's, school boards and libraries...
A Wonderful Finalist
A celebration of positive action. An imaginative engaging game. A way to reach a young audience.
This is a shining proposal. Great stuff Joan.
Team effort
Thank you David - GreenHeroes is lead by John Bessai and me but we have an absolutely amazing team of people and partners who contribute greatly to the ideas behind our proposal.
Win Win Project
Any media project that contributes to the betterment of the World is a Win Win Project. The team producing this project are driven, experienced and knowledgabe and will produce a quality project with a little help.
Fant
The idea of a web based video site devoted to ecofriendly matters seems to be perfect for todays audience. Simply put in my mind, with a little more publicity, there is no flaw in thie plan.
J.D.
I think the proposal itself is well done. No improvments necessary
J.D.
Call to Action
I like the idea of of group gameplay and think it might be interesting to get large groups from schools to compete against other schools. It would be a multi faceted lesson in activism, social media and environmental awareness.
good luck...
Perhaps some of the webisodes could feature the most innovative ideas from the call to action game. This might be further incentive to participate.
Contest winner webisode
Great idea to further incentice the game! Love the idea of how to involve school, community groups and even businesses. As CBC/Cisco's One Million Acts of Green proved these groups love to challenge each other!
Very strong proposal
Overall very strong. I think the videos, the TV series, the partnerships particularly with braodacster/s, the use of celebrities as "green heroes" and the gamification idea are all excellent.
I think the target group segmenting could be a little more broken down and detailed.
Break down the target group/s in a little more detail as that will help on which heroes you pick, on marketing, on finding brand sponsors, on social media and on game rewards and activities.
Do the games you are developing go on Facebook?
A strong program in schools could be good - eg I love the Free The Children Program. You already have an excellent distribution partner with McNabb Connolly.
Platform for social media game
we are working with bitHeads, a very experienced game developer and also conducting market research into what platforms would best host the social media game. Facebook perhaps but maybe there are others emerging - on google for example. In developing the game want to be current so we are ready for where the audience and technological innovations are when we release our product.
Education
The key to turning the tide in climate change is education. GreenHeroes does a great job distributing the green message and long term that's how we'll get things back on track!
More content would be great to see.
More content underway
We are in the process of researching and recording more stories for TVO and our web channel. Also we welcome nominees through our nominate a greenhero contest - with the grand prize an appearance in a TV episode and your own webisode!
Exciting proposal
This sounds like a very carefully planned project, with a professional, experienced team behind it. I like the idea of an engaging social media game (but wonder if I'd ever find time to play it!) I also think the chance to to nominate a friend as a GreenHero is a terrific idea.
I would be interested to see a developed marketing strategy for reaching high school and university students.
Green Heroes
I like the way this proposal describes projects which are aimed at people on the ground, who change their own habits and in doing so influence their whole communities. Changing the way people use energy has to be made accessible and led by 'everyday' living - it seems to me that this is the path Green Heroes is taking, which is why they got my vote.
Green Heroes
I like the way this proposal describes projects which are aimed at people on the ground, who change their own habits and in doing so influence their whole communities. Changing the way people use energy has to be made accessible and led by 'everyday' living - it seems to me that this is the path Green Heroes is taking, which is why they got my vote.
Low-tech fan
Love the future forward action-oriented approach. Great team of partners behind your mission and awesome momentum. The most exciting of all the projects given it's broad reaching scope and level of innovation/entertainment factor.
Sexy race car drivers and NHL players -- great way to reach young and old green heroes to be... would love to see a low-tech school/youth outreach initiative. Make schools greener and fun -- let's work this into the curriculum since you have that TVO credibility... I know TVO is stretching beyond their educational broadcaster and reaching out to a broader audience but you need that as a component...
I'm still giving you a 10/10... but shake up the school system and fire up those green students.... put together a kicking school outreach initiative it can just be a simple 4-page pdf student guide that teachers can download and a dvd they can purchase/download. Okay I'm adding to your workload and fundraising budget but it will make your project memorable for generations to come. And the best low-tech traditional way to really make a difference. Best of luck!
Collaboration + Incentives
There are a couple of things that have proven t be successful in our attempts to move society towards sustainable goals. Collaboration of people from different backgrounds and disciplines, and—for better or worse—incentive programs.
We live in a society of 'experts' where narrow visions operate within sylos of understanding. Many of the issues we face globally are the result of systems (educational, corporate, governmental) where we promote understanding of a single discipline at a time and rarely look at issues from a systems-perspective. We seek band-aid solutions to the problems we face instead of long-term solutions that benefit the greater good.
What I appreciate about the GreenHeroes program is that it promotes individuals into situations where they are able to connect with people who have similar propositions, to start, but then gets them working together to promote ideas and perspectives they might not have been able to devise on their own. They not only do this in theory, but also in practice, by having a multi-pronged approach to garnering attention and promoting ideas. GreenHeroes is looking to bring people together, not as an end result, but as a beginning to further discussions where greater understandings can occur because people of differing backgrounds and 'expertise' can work together to imagine new and better scenarios.
Secondly, one of the few tactics that has proven effective in getting changes in behaviour to occur on a mass scale, are incentive programs. Be they governmental programs where individuals receive incentives for changing appliances or purchasing more fuel-efficient cars, or in utility bills that will decrease should you choose to use more energy-efficient light bulbs or showerheads... giving people incentives has proven to be an effective means of changing behaviour. GreenHeroes has implemented their own incentive program in order to not only drive traffic, but to sustain participation.
I would be interested in hearing about how GreenHeroes will support continued collaborations between the people that they bring together through this exercise. I don't believe that the individuals who get to that phase will need much encouragement to continue with their quests, but having a forum where successful collaborations can be broadcast so that even more people can find out about actions taken—and results!—who can then also get involved, would be a logical next step.
Colaborative
In today's social media landscape, colaboration are key to succesful campains. Great point
Continually seek new partnerships
...and it's positive
I would also add that it is very encouraging that this program is based in positive action and results.
Heavy-handed, doom-and-gloom approaches to changing perspectives and behaviour have proven to have short-lived results. To promote change in society, it is vitally important that everyone see change in a positive light.
Congratulations to GreenHeroes for devising a way to accomplish this.
Green Heroes Project
An amazing concept. Well conceived and incorporates all. Very energetic and so motivational.
I just can't think of anything. It is very well done!
Green Heroes!
A great idea to ignite the excitement and passion needed to adopt a greener lifestyle. Social media is the way of the present and future to get the message out and I like the idea of appealing to people who might not be that social media savvy.
I think social media games
I think social media games are the best way to present information to a varied and wide audience and therefore I think this proposal is very strong for that reason. IIts a bog challenge to educaute people in a more effective way and help them adopt a greener lifestyle as well as think about the bigger picture -this is a great idea and the folks at Cinefocus are the top people to do this properly.
Great interaction
Really enjoy the interactive element of this proposal - it makes climate change more of a communal responsibility rather than something only the politicians can muddle.
The challenge is having the message stick to the viewers - the interactive element should help that (the more people can drive the campaign, the better).
Green Heroes
I think this is a great campaign to spread environmentalism beyond the environmentalists. I am fascinated by the heroes who have been profiled
I am actually at a complete loss as to how this could be improved, as it's very well thought through
Youth-orientated approach to conservation
I am a 20-something youth who is an avid follower of Green Heroes. I find that their online presence, specifically their website that acts as an eco-portal with websidoes and interactivity, as well as, social media streams, provide an accessible platform for youth to engage with the world of environmental change-making. Not only do these stories inspire my generation to act, but the Green Heroes web team provides its audience opportunities to engage with announcing events, volunteer initiatives and projects to get involved in. Youth being more plugged in online for their information and social interaction, the Green Heroes strong cyber presence and connectivity is what makes them have a unique youth-orientated approach. In my opinion, this is a project that is encouraging the next generation of Green Heroes.
However, what I would encourage more of is for Green Heroes to develop further online interactivity with its audience, particularly interactive avenues for youth. Such as say a competition to its audience.
green heroes
this is a very well/thought-out idea that has already gotten some legs in the real world. i especially like how it allows ordinary peoples' ideas to have the opportunity to flourish. so many innnovative ideas that regular people have dont often get far because they remain in just their tight circles. green/heroes gives that extra platform to get those green/ideas/innovations out to a much much wider audience. the green/heroes' people to people possibilities is one of its major strengths; that positive ideas can come from anywhere and that with green/heroes these ideas and individuals will have a place to call home...
i dig this idea so much i cant see any weaknesses...
...maybe with some especial focus on "ethnic/immigrant" communities through their media (newspapers, radio, television, etc) These communities sometimes have a heightened sense of conservation, sparked in part because of economics and history. in the west/indian context, for instance, you'd hear "dont run the water when you're doing the dishes" "turn off the lights when u leave the room" "dont throw away that tea-bag when u finish yr tea. i can use it too" "etc"..... some effort to liaison with these communities couold prove fruitful...
Ordinary People
I like how you say "ordinary people". I thnk the ordinary people and their ideas might be the most interesting and inspiring to the other "ordinary people" in the city.
Digital Media
Online Games and Real Time Action
I have a few ideas on this I developed with some friends. The underlying idea on all of our "game" initiatives was using smart meters and time of use as the score board for the games.
One idea: People can be awarded online with "digital badges" which could be added to their social media platforms announcing them as "green heroes" and/or a reward on their energy bill. The basic theme to the idea is to use electricity in off peak times and you will be rewarded.
Social Facebook Game
Green heroes can send out small green initiatives for the individual to complete through their facebook page. Then they would document their task by taking video or picture and post it to the green heroes facebook (creating a database of real interesting content). The individual is then awarded green points for their task. With more points you can go up levels in badges. Certainly this can be a place where competitions could be held to vote for your favourite Hero and have Green Heroes do webisodes for the top three.
Schools
Someone above offered the idea to have schools to compete against other schools. This is a great idea. Zero Footprint has been testing out different projects for students in schools and competitions that have been pretty successful. Dr. Ron Dembo might actually be a great nominee for a webisode!
I think the opportunity GreenHeroes has to feature the "low-tech youth" is really interesting. Young people do amazing things especially if Green Heroes can find a young role model close to home for kids to admire.
Green Heroes could launch a "EcoYouth" campaign requesting people – teachers, parents and friends – to nominate a youth. This campaign could offer a lesson plan to teachers to inspire their classes to come up with ideas to be green. A nomination could include a picture, description of what the individuals do to help the environment and then have a voting system where you could vote for your favourite youth initiative. The campaign could be advertised to the youth months before nomination and voting begin to encourage kids who haven't been doing anything to come up with ideas and make something happen so they can participate in the competition. The winner obviously gets a webisode, could have their story printed in the paper etc. Its bragging rights and pride. This is all about creating great environmental digital content.
Facebook
Maybe an application Green Heroes could build on facebook could be the nominate a friend. I see it as being a pretty smooth extension to the facebook platform.
Green Heroes is the Digital EcoHUB
For young and old experts in sustainability and concerned motivated citizens to collaborate for good. We could create the system where people log into the space post their initiatives and have other collaborators join in to see it through. Green Heroes could challenge communities to step up their game in sustainability.
I believe people still enjoy medals and plaques as rewards if they are created with care and mean something. Rewards don't need to be monetary but a celebration of that individual or teams initiative. Digital badges are something to look into as well.
I don't really see any flaws to this plan. It seems as though Green Heroes could act as a hub for many of the ClimateSpark competitors to come and work together.
Thank you for your great response. Great read!
Interactivist
I really liked your points on the Badge system. Like a Girl guides Boy scout Green league of the future.
The Green Heroes as a Franchise has huge merit.
With the right T.V magic a few great hosts and a bunch of kids ready to take part in REALLY saving the world.
As a teacher and a mother I have struggled and worked hard at trying to get the kids to like and be one with nature. It is hard and without a really fun game system for rewards for good social, civic and environmental good.
Imagine the kids in Regent park planting more plants with their families, or the kids in the affluent areas appreciating nature in a quantitative and qualitative manner such as "points"
Why not get kids in schools to cross pollinate and build entire School HUBS around Eco Action.
It would be great if we could get the Eco-Schools involved as a mechanism for metrics.
Who will be the hosts of the show?
What kind of talent will you have? young, old,
How many green heroes archetypes are there?
This is an amazing idea.
This is an amazing idea. Although I have issue with giving rewards as incentive (my only criticism as the reward should be knowing you are doing something for your own planet) I see this project reaching international proportions. I have connections in various countries from theatre workers in Venezuela trying to do such work to environmentalists in Chile trying to make their work accessible to the general public and no one has come up with an idea like this.
The proposal is only a start to something that could change the way we and our children deal with this world. The best way to improve it would be to involve youth on a grand scale. They are the future.
Incentives
Incentives leave a bad taste in my mouth as well, but I'm not sure how many people do good for the sake of good these days. Green Heroes could offer digital incentives like badges and webisodes etc. Maybe instead of calling it an incentive we could call it a celebration of the individual who does good.
Earn your stripes
It is important to reward those who does a good job.
The time of the sticker reward is over, unless your in a Kindergarten room.
Perhaps the Green Heroes can partner with http://knowledgeontario.ca to collaborate out on things.
As a teacher there is a plethora of lesson plans, the problem lines in timing and the amount of time that has to go into teaching to kids from the Social Sciences part of the Ontario Curriculum guidelines.
http://www.edu.gov.on.ca/eng/curriculum/elementary/sstudies.html
If the Medium is the message and if we can deliver the message of sustainability through our schools systems, how can we pull our kids from the t.v to the computer to the great outdoors in a way that engages them, their parents and teachers?
With a great kids TV show and web platform.
Have you got all the major technology partners in place to facilitate the big build?
rating the proposal
solid proposal with a message that needs to spiral
This is the most important environmental issue facing us and awareness is the key to solving it. This proposal goes to the heart of the issue and informs in a positive way.
Through more programming and outreach this project will suceed.
Widespread outreach
I love the proposal because it is broad -- through the green heroes it showcases, attention is brought to many aspects of sustainability in a way that inspires readers to 'think outside the box' in their own contexts. I like the example of Vev, because it models the idea of greening for condo's -- which I think is an underdeveloped market.
I like the suggestion that another reviewer made of developing an app -- this sounds like a good marketing tool to me.
The Power of Recognition
This is a great idea with a lot of potential. It's so important that we focus on recognizing and celebrating the people that are making a difference. We need to empower these change makers and provide them with more resources, and raising their profile helps with this.
Offer a personalized, eco-friendly green award as a marker of recognition. It's like the Stanley Cup or the Oscars - it would help add an element of enduring recognition to your program. http://www.eclipseawards.com/greenawards Just make sure the awards are made our of recycled materials :) Green awards can also help raise the stature of your program by adding more value to your recognition.
I think the strength of this
I think the strength of this project lies in connecting inspiring stories with a call to action. The GreenHeroes proposal clearly lays out how an individual story can lead to a reduction in emissions ie. the Boston Bruins example, and has a lot of potential to continue influencing change through multi-platform storytelling.
It would be useful to explore other media partnerships which might bring GreenHeroes to a wider audience. I would even ask the producers to explore partnering with organizations that focus on storytelling as a vehicle for change through the literary and publishing communities.
fabulous!
Strong proposal. Most exciting and upbeat media project I've seen in this genre (Green Shows) with widest populist appeal.
I love it. All the best!
Going through TVO is a great
Going through TVO is a great way to reach people across Ontario. More than that, the history of reaching non-traditionally enviro conscious groups like NHL fans shows an outside-the-box thinking. The GreenHeroes metagame, pushing the climate message through social media and gaming, is an exciting innovation that could accomplish something new and worthwhile.
Even greater celebrity involvement should garner this project more attention.
What a great idea!
There's awesome potential for this project here, and I would agree that additional strategic partnerships will really help this proposal to take off. Great work! Would love to know how we can help!
The Green Heroes proposal is great.
This is a fine project with lots of very impressive work being involved. The process of registering and voting is long, tedious and invasive. While I think it's important to support projects like Green Heroes I don't understand why it has been so much work for me to get to this point?
Media is always good
Getting press and making inspiration is always good.
I'd like to see more concrete outcomes
Great proposal!
I like the idea of the greenhereoes being portrayed during webisodes. I only realized today just how much short content I'm watching (concerning the economy and occupy movements) as my contacts link to different videos through facebook.
I'm also sending out short videos I come across that I like to my co-workers... if an episode of greenheroes was particularly effective then it would achieve a lot of exposure.
I'm not sure how it could be imroved. It would be interesting to start viewing some examples of the proposed webisodes to get an idea of how they're filmed and cut together.
Good Way to Target Youth
I think one of the strengths of this proposal is its capacity to target youth (from children to high schoolers) through a media that they recognize and trust. Furthermore, it has the potential to present climate issues (and other environment issues) in a way that inspires and excites change as opposed to overwhelming people with negative images and facts as often happens in awareness-raising campaigns. Overall I think this is a great idea, and a well-laid out proposal.
Greater inclusion of multicultural perspectives on the environment and climate to better represent all of Ontario.
Great Vision
A strong and important vision. The gamification will help to push it out into a wider audience. The heart of it will be in people sharing intiatives, becoming Green Heroes together. bravo!
By coming back next year with a successful Season Three proposal !
Green Heroes is fantastic
The heroes are every day people as well as celebrities. It is nice that both sets of heroes are on a level playing field. It means making a contribution to the environment is something we can all do. I love the stories and how each person is unique in their contribution to making our society green. Keep up the great work! It is important and it is an inspiration to learn about the heroes.
I love the format of the
I love the format of the webisodes and the ability to interact.
Activism
the proposal is positive, accessible to varied ages of tv viewers, web users...creating the game will further expand reach and audiences, weaknesses are not apparent!
Real People Making Lasting Change
It's a great idea with a well-thought out plan.
Using non-mainstream media (multicultural sources), e-zines, school-driven newsletters and radio etc. to market.
Great proposal
Very strong and relevant to today.
Grow to include more of a National perspective and also embrace youth.
W.I.F.M
Clearly their passion for our planet is undeniable and admirable, but thier weakness lies within their voices - it's not heard by the masses. The small masses that hear it, many aren't acting or are only caught up in the moment, then a day, week, month later, the moment fades along with their desire to help save our planet.
There's a saying my old boss used to say, "You gotta W.I.F.M." - What's In It For Me? It's no longer just a matter of telling people that we/they must save the planet and recycle and go green and all of the other catch phrases that exist, we've all heard them and frankly, after a bit, it sounds like Chicken Little crying that the sky is falling. Give them a solid reason, beyond the obvious, to get involved and most importantly, remain involved. My bosses passion was infectious and soon many of his employees were sharing his war cry and business boomed long after the loud pop of the bubble. If Green Heroes were capable of adapting this philosphy or one in which had the same results, then I see no reason why their voices couldn't grow strong and carry across the globe.
I think this is a fantastic
I think this is a fantastic project and I really believe it has the opportunity to reach people from all walks of life. While it has a target demographic, it is accessible, entertaining and simple enough to be embraced by a wider audience.
GreenHeroes
We are dealing with masters of storytelling!
This team is a Dream Team whose collaboration can only bear fruit on every level...practical, spiritual, emotional, reality consciousness abounding....so many elements which are woven into a proposal which is clear and easy to read and absorb.
Yes, you will talk in more depth in the later Phases which you unfold so clearly about marketing and budgets ...of course, this is the way of the world. But first comes The Story as told by many who have such rich stories with which to share and inspire others. GreenHeroes invites us to enter into participating in the love and care and sharing of this one world of which we are the keepers. And to find the practical ways of participating as well.
That is what GreenHerous is doing in enticing us with the tales of others which open us to our own stories as we read on. The practical magic of life through the stories that surround us and how it can continue to flourish...and the magic of OUR lives and how we can live and pass on the beauty of who and what we are. All the while acknowledging the incredibly hard work necessary for our survival. And the survival of GreenHeros is a great Footprint in the right direction, to be folllowed and enhanced with the content and the pontential.
GreenHeroes holds so many clues to the future through the ongoing present of NOW...let's follow them!
As you see, I am a non-linear person! Perhaps you could open the door a bit more to let me in on the business side of this worthy project. I know you speak of the next Phases, and all this will be present as you proceed...but just a wee expansion into this part of the project would help me be more thorough in my understanding.
We all receive in our place of strength, however. I read opposite responses from others who are writing their impressions. So, this is a strength, in fact, as I think of it....so many ways of reflection are only to be appreciated at this stage of the project. Shows that many are touched in diverse ways. All good! All good!!!
Theme Song or Super Hero Sound FX
Music as a marketing tool - very powerful
Create a theme song / Super hero Sound FX that is simple - Sound association marketing, it has been around for a while, but never coined.
We all know Nokia's first ring tone.
With the proper push, sound association to brand products will be a new avenue in marketing, its better than a logo.
Sing a song
I like your Idea 080808 about a song.
Why not a anthem for the Green Heroes?
Everyone knows how to hum their favorite show tunes.
Would be great to get your green Heroes to sing a long to a signature song.
This proposal sounds
This proposal sounds promising. GreenHeroes is empowering, important, and informative, it is very relatable and I'm looking forward to the second season.
Keep up the green action, there's lots to be done, but it can't be done without projects like this one!
collaborative support
Green Heroes can become the Umbrella news Agency for Environmental activism across the country.
Have you looked at this group?
Generating involvement
See above
Greenheroes is a sound project
that uses cross media and promotes the 'small' successes where real sustainable environmentalism will have to ultimately succeed.
I think it is a sound proposal and worthy of support.
superb!
This site is very informative. Really opens your eyes to the impact of climate change and gives hope.
Green Heroes proposal
There are plenty of strengths here, particularly the breadth of both collaborators on the project and of the prospective audience. I was also impressed by the carefully thought-out plans for generating revenue to keep producing the various levels of the project. And, indeed, there is the wide variety of means using popular web-based forms (games, social media, videos) to generate interest in taking active part in environmental action – at an individual/household level and community level.
As it stands, it is fine. But as the way the web is used continues changing, the project will have to keep its finger on this pulse and be ready to introduce new ways of raising people's consciousness – especially that of youths and young adults – that keep pace with their use of the web.
great!
This site was very helpful. I learned more about climate change than I had known previously and I will share with others
Greenies are cool
ten stars!! **********
good idea
Strength: good way to share interesting ideas to a broader audience
Weakness: perhaps targeting the already converted? perhaps rewarding the already converted while not making inroads with those who need the greater push? could be promoting "low hanging fruit" solutions to a greater problem?
good idea
Strength: good way to share interesting ideas to a broader audience
Weakness: perhaps targeting the already converted? perhaps rewarding the already converted while not making inroads with those who need the greater push? could be promoting "low hanging fruit" solutions to a greater problem?
Taking actions
Taking action is a priority.. Media is the connection... Screened and clear information must be given to people ..... you can take from there. Involve, react and get prompt solutions........
a compelling
well considered and structured proposal
calls to action and gamefication are all very strong
Green Heros
This one is the best..............................
This seems like a solid, well
This seems like a solid, well thought out proposal. I like that you are focusing on celebrating people who are committed to environmental issues -- it's a much more positive approach than say a "scare tactics" approach which could turn people off.
I think the game will need to be designed very carefully if it is to inspire people to become more environmentally friendly: it's not clear to me that people would change their actions rather than simply use the game to feel good about what they already do (though I guess that's good too). But it sounds like you know your target market well enough to do that, so I look forward to seeing exactly how you make it work.
Great idea
I think this proposal is a great idea, as it will reach the maximum number of individuals, with the budget provided!!
Engage the masses !
Green Heroes definately gets my vote. 10 stars !
I think this proposal is amazing. I am so inspired by this multi level platform. I think the key to causing significant widespread change on the Eco Action front is to engage the masses of willing participants who are eager to help but simply don't know how they can make a difference(myself included). Tapping into tv viewers, web viewers, music enthusiasts, sports fans and animal lovers really facilitates expanding the conversation to include a multitude of people who might think that they have to quit their day job and become an activist to cause significant change. The simplicity of some of the ideas(ex.-not far from the tree)and the obvious benefits that are achieved, shows that better choices don't have to be extremely complicated. As I see it, thats what it's really about- educating ourselves so that we make better choices instead of automatic, convenient, unconcious ones.
Great outreach
Hello John, Joan - my apologies for the delay in providing comments.
I really like the Green Heroes idea - in particular, (as others have mentioned), I think the combination of celebrity with 'everyday' heroes is great. I also love that you're engaging different audiences (like the fans of the Boston Bruins).
Here are a few comments from my perspective:
1. I think that there is some room to partner with companies (e.g. Bixi). In exchange for directing them to certain activities, they could provide discounts or other in-kind support. I agree with Julia's comments concerning the utility of your approach in promoting existing programs and activities. I think that this could be especially powerful in the context of Chris Winter's comments (i.e. directed marketing to participants based on their particular needs).
2. I suggest that you try to leverage existing networks - through facebook etc. You could also tap into points systems (similar to partnering with companies) like aeroplan to incentivize participation. I think the more that you can leverage existing social networks, the greater success you will have.
3. You might want to add a bit more explanation around your audience reach - for instance, it seems to me that the same people who like you on facebook might also be the people watching the videos on the web.
4. In your example of Vev, the engineer, I'd encourage you in those situations to try and communicate to the audience the barriers that Vev faced, and how he addressed them - I think that this could help facilitate the expansion of those ideas elsewhere - this would become even more powerful if the needs/interests of audience members was understood (e.g. the Green Directory comment).
Great work, and good luck!
Thanks, Chris
Ecospark supports Green Heroes!
Ecospark loves the concept and your portrayal of all these heroes is exceptional! Call us to action so we can share our story of energy consumption!
Worldly goods
It talks about saving the planet, we need more proposals like this. It would be great if they can go into other countries and make it a world wide movement.
I can think of any way to improve this proposal
It has to start at home, with
It has to start at home, with the food we eat and the water we drink I think the proposal touches all of us.
We need more cartoons and
We need more cartoons and better music. This would improve the proposal. These are the strengths and the weakness.
I have review this and feel
I have review this and feel it is great have nothing else to say. Great proposal very strong, weekness is this website that won't let you out so you can vote. It is taking too much time people are busy, Proposal is great, website too complicated.
Not the usual suspects
I think that making environmental leadership engaging and action easy to access is a great strength. But I also think it is powerful to reach out to audiences that are not expecting an environmental message through a leader one might not be expecting to be a green champion. That is surprising and influential.
It is always extremely difficult to draw connections between sustained behaviour change and educational or cultural presentations. This is an ongoing challenge of quantifying impacts associated with communications-oriented activity, or even the straight link between education and action. This part is tricky and maybe could be unpacked a bit more.
Quantification - Accepting the Challenge
Thanks for these comments. The major challenge of most of the proposals in the ClimateSpark Challenge is communication of these great ideas to a public who in many cases wants to take action but doesn't have the information. The ClimateSpark Challenge is a great opportunity for the public to learn about concrete initiatives that could improve the prospects for our collective future. How we make the connection between story and action, story and learning, story and real change is the key and this what GreenHeroes addresses. The campaign is designed bring together the potential of traditional media and non-traditional media and to grow the campaign more into new communications channels - which would broaden the reach even more - thus gamification. This engages all people and youth too. The GreenHeroes Campaign can help engage audiences/communities to act and take action which will inevitably have a measurable impact - the resources we are looking for is to sustain and amplify the call to action to reach audiences, compel action and help deliver elements of change. To build, in essence, a diverse and Green media channel that works on multiple platforms that can bring people, ideas and their stories together and and to broaden and IGNITE change as the medium literally becomes the message. The Accelerate part is next if GreenHeroes succeeds in making it into the top 10.
Hope
Simple emotional feelings of impossibility are a huge drain on the energetic resources of our activist class. Positive stories of real progress can mean the difference between burn-out and continuing the fight, while employing the very people who need our support. This is an excellent model and a great green business.
great hockey hero educating others
the ability to educate others globally is excellent idea about G Heros. A diverse subject matter could be catagorized better. the chaalenge to think in a new direction for sustainabilty could be enhanced
more resources should be channelled into a community to develope a stratagy which ivolves youth the next generation of inovative thinkers
Great Proposal
Awareness is the key to changing attitudes and influencing the choices people make in their everyday lives. This proposal will bring a powerful multiplier effect to the efforts to fight climate change through inspiring stories and people showing how it can be done.
green heroes
The method used to get the word out is very important, especially in the day and age we currently live in. The internet is undeniably a powerful sharing tool and green heroes have used it wisely to spread a positive message in concise and succinct manner. The key truely is awareness and it will bring change.
green heroes
The method used to get the word out is very important, especially in the day and age we currently live in. The internet is undeniably a powerful sharing tool and green heroes have used it wisely to spread a positive message in concise and succinct manner. The key truely is awareness and it will bring change.
Terrific proposal
I think the comments from the experts and others are a great testament to the compelling and exciting nature of this proposal.
The ClimateSpark Social Venture Challenge is a project of:
Our sponsors:
How to get the word out
I think the biggest challenge this proposal faces is marketing. It's a great idea with plenty of interaction, but I wonder how you can get the word out to make a significant difference.