by Francesca Morra
As everyone knows the 2012 Olympics are green in every shade. LOCOG (London Organizing Committee of the Olympic and Paralympic Games) declared that the Olympics will have the lowest ecological footprint in the history of the games: less CO2 emitted (thanks to the use of hydrogen taxis, provided by the Zero Emission London Taxi Commercialization), less waste (with the 98% waste recovered and the use of biodegradable and compostable materials for catering), less consumption of urban land (a few new buildings and the reuse of existing ones in the future), and less waste of water (through smart distribution systems in addition to the reuse of rainwater). So more sports, more sustainability, but also more public participation. Here they are some examples of how public was involved at several levels.
"Become a local leader" is certainly the most successful action of communication implemented by the Organizing Committee: to become local leaders, fans had only to invite at least three friends and organize an event to celebrate the games. Once they have subscribed the newsletter they can accede exclusive competitions and receive ideas on how celebrate the start of the Olympics games.
If green is the spirit color of the Olympics, the five circles colors and colors of the Union Jack invaded London thanks to the "Garden for the games": with this claim, the Londoners were invited to plant flowers and vegetables wherever they could, from house entrance to bus stops, coloring the city. Those who want to join could download the guides and have some suggestions on how participate on the dedicated web site.
Not only citizens, even the spectators and tourists help to decrease the cost of electricity consumed, perhaps without knowing it. How? Walking on the piezoelectric footbridge at West Ham, just in the transition zone that connects the two direct lines to the Olympic Park area. The platform has a special technology which allows, via a clutch mechanism, to create electricity every time you stepped on and then stored in batteries, ready to be reused. It is an alternative way to produce energy, though the amount of electricity produced is quite small (only 21 kilowatts of energy per hour, each step produces less than 6 watts).
During an event so widespread we can’t speak about viral marketing with flash mobs and freeze. In particular, we invite you to view the two Wayne Sables Project flash mob took place in Barnsley Town Centre (here and here). Or the one organized on the arrival of the Olympic torch in London in two shopping centers in Westfield, that involved 200 dancers.
Technology also plays a central role in this event: Apple and Android applications, robotic cameramen and photographers and social media. An example of Twitter involvement is "I copy You": you just pick an athlete photo, mimic, and tweet the photo, with the hashtag #olympics. The limitations given by LOCOG to companies and athletes on the use of social media have not stopped the Olympics followers on Web: Facebook fans rose from 100 million users in 2008 to over 800 million in 2012; and Twitter users grew from 6 million to 140 million.
After those of 1948, the 2012 London Olympics seem that will have the "lower CO2 footprint ever" with a high involvement of the public. Waiting for see the results we just enjoy the opening ceremony tonight...too green, of course!
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