Project Together x Airbnb
In collaboration with Airbnb, Project Together is a non-profit organisation that aims to reignite community spirit in local areas across the country. Through community-led workshops and gatherings based on personal skills and mutual passions, Project Together will provide individuals a platform to build friendships, learn new things and gain a sense of belonging, together. Creative Champion, South West Design & Digital Student Award 2020 submission
The brief
With 70% of Brit’s admitting that they do not know who lives next door and upsettingly only 6% stating that community spirit is strong in their area, devise a strategy that will reignite the local community spirit. Promote integration and encourage connections between individuals throughout the UK.
The result must facilitate the building of new friendships and support networks, whilst also increasing the overall wellbeing of local people, tackling social isolation as a result of the current loneliness epidemic.
The audience
The outcome must target residents, of all ages, genders and races, who together wish to make a positive difference within their local community, avoiding the isolation of any particular societal group.
View submission boards here:
https://www.dropbox.com/s/d5ejd3dtxee1sib/Claudia%20Aggett_Project%20Together.pdf?dl=0
The background
Community spirit is defined as a unity of individuals who share common values and share a sense of willingness to sacrifice their own self-interest for the good of others. Groups generate a connection and warmth between people and engender a feeling of shared purpose that builds resilience. However, new research suggests that this community spirit —for so long a national feature which joined people together - is dying.
According to the ‘Love Thy Neighbourhood 2016’ report; community spirit has almost vanished in modern Britain; with 70 per cent of people admitting they do not know who lives next door, 73 per cent not even knowing their names and upsettingly only 6 per cent stating that community spirit is strong in their area. It appears we are currently a part of a generation where spirit has been replaced with segregation, ruthless anonymity and an ‘every man for himself’ attitude, by the pursuit of contact with one another primarily for individualistic ends.
Despite these findings, it is prominent that as humans, connections to one another is inherent and we thrive off of physical interaction with 43 per cent of locals wanting to build a stronger sense of community within their area; but with the loss of youth clubs, pubs, community centres and general public spaces for congregation – the opportunity of meeting fellow locals has become something of a rare occurrence.
Are local communities a thing of the past, with everyone living in their own private bubble? If so, we need to provide the vital glue to bind our communities together again as there is something magical that exists in the art of connectivity.
The outcome
In collaboration with Airbnb, Project Together is a non-profit organisation that aims to reignite community spirit in local areas across the country. Through community-led workshops and gatherings based on personal skills and mutual passions, Project Together will provide individuals a platform to build friendships, learn new things and gain a sense of belonging, together.
The brand identity
The identity features a range of handwriting and explores the idea that anybody can put their stamp on it. The Project Together mark has been inspired by the collaborating brand, Airbnb and their globally recognised ‘Belong Anywhere’ Belo symbol. Not bound by location, the mark is a symbol that transcends language and accepts that we are all different.
The website
The website serves as the home-base where users visit and gain further understanding of what Project Together is, how to get involved and register their interest. The website aims to encourage involvement and consequently persuade users to register and follow-up by downloading the app, to try it for themselves.
The website can be accessed independently or directly through Airbnb’s website, which promotes our initiative to an audience of likeminded individuals.
The application
The Project Together app is the main platform where members can get involved in their local community and register to attend and host workshops or gatherings.
Once the user has completed their online registration and have received their welcome pack, they are able to continue their journey and discover their local community.
Beyond typical profile information, Project Together asks users to input their interests and specialised expertise to provide users with a customised and greater experience. Giving more personalised information on your interests allows Project Together to find workshops and gatherings that best suits you, as well as recommending other members of the community who share mutual likes. This will find common ground and spark a conversation.
The welcome pack
As a thank you, Project Together delivers a complimentary welcome pack to registered members. This pack contains a bunch of resources for users to take with them on their first meet-up or to kick-start their own workshop and gathering feeling confident.
-
This pack contains...
- A verification code providing the users with full access to the app.
- A scannable community sticker which allows for users to get to know one another with the ease of a phone scan and express their solidarity.
- A helpful Guide To Hosting which provides budding hosts with tips and tricks for arranging a successful workshop and gathering.
- A pack of two hand-crafted notebooks to be used at people’s first workshops and gatherings.
- A collection of our Royal Mail® Special Edition Stamps to spread our positive message to doors all over the country.
- A set of postcards to invite and encourage neighbours, friends & family to join and support the scheme.
- A collection of little brand cards, which can be pinned on memory boards and phone cases.
The promotion
Project Together promotion would exist on social media, under the hashtag #ProjectTogether. Each promotional video would appear as a sponsored post, creating a direct link to the initiatives website and Instagram profile.
This profile will share various types of content; including Meet your Hosts, a weekly upload which aims to celebrate a randomly selected host in different communities throughout the UK, Community Insights and Nation Statistics. These posts will encourage and motivate users to build stronger, more resilient communities in their local area.
Project Tags
Companies
Airbnb
- Retail