At work for the environment displaying dynamic and web

by Eleonora Anello

Move around the streets of Milan on public transports for several days the campaign "SOS - Sostenibilità" ("SOS - Sustainability")sponsored by IGPDecaux and Koinètica in collaboration with Zetalab. The itinerant message that runs through the streets of the city leads to the heart of the campaign: the website.

The initiative has the dual purpose of raising awareness and at the same time to push in action people who want to support the environment. The dynamic billboards are supported by a site that is aimed not only to simple users but also to governments and nonprofit organizations that will be able to display a virtual showcase projects in progress and good practices that have achieved or are about to do. It will give space for ideas, suggestions and experiences to create a constructive dialogue.
Let’s deepen some aspects of this particular campaign with Giacomo Ghidelli, CEO of Koinètica, partner for development and communication of Social Responsibility.

Has the campaign already produced its effects? Have you already had the first feedbacks?
Yes, the campaign is "working." And you can see the feedbacks already consolidated on the site www.sos-sostenibilita.it. There were in fact published the contributions that businesses, governments, nonprofit organizations, but also ordinary citizens are starting to send. Please note that we are indeed still in the first phase of the campaign, which is set to continue over time. The ambition, thanks to the feedbacks obtained from the billboards, is to build a site that knows how "to network" best practices and suggestions: examples which may stimulate ideas and actions inspired by the principles of sustainability.

What are the peculiarities of a communication that travels through the city?
The "journey", conceived and designed with IGPDecaux, was designed to really turn at all. To arouse curiosity, questions, emotions and reflections on the theme of sustainability not only in citizens but also in business, public administration, nonprofit organizations. And we believe that the dynamic billboards related to a site is the best way to achieve this goal because of the visibility that these two instruments are able to achieve.

Why to work in a mutually reinforcing way dynamic displaying and web?
Today we are faced with a landscape in which people are more and more hard to please and aware. Hence a need to be able to involve people who have to become active participants and not just recipients of messages. Increasingly, it is emphasized the need to move from the "notify" to "communicate with". Today we talk more and more of the role of the citizen-consumer as an actor, as a co-author of the message. The most advanced strategies of CSR (Corporate Social Responsibility) in fact raise the issue of the involvement of stakeholders as central to the corporate culture and strategies to be adopted. Listening to and sharing of decisions with the public inside and outside is the first sign of this changed approach. That is why we wanted to take a road that could combine the two sources so different to each other: on the one hand we talk, the other we listen. So everyone can really share.

On the site all the surfers can also answer to a test to verify if they are "sustainable."