tie: hestian | malawi - trevor for w+k

7/30/2019 TIE: Hestian | Malawi - Trevor for W+K

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THE OPPORTUNITY

I think a person will only have a few opportunities in

life that will change who they are as a person and

how they view the world around them. Recognizing

these chances and taking a risk seems to be the

hardest part. Last summer an all-agency email was

sent around for people interested in participating in

the T.I.E. program. My experience with charities

ended sometime around 3rd grade boy scouts, butthe allure of traveling half-way around the world got

my curiosity going.

"Reply To All" ... "Delete" ... "Reply" ...

TIE - INTRODUCTION


4/22

"Travel far enough,you meet yourself."DAVID MITCHELL CLOUD ATLAS


5/22

TIE - LILONGWE, MALAWI

EXPECTATIONS

So I'm going to Malawi. Friends quickly started sending me

'essential' reading material, blog posts and links to the latest travel

warnings from the US State Department (four of the top 5

countries being in Africa). I started acquainting myself with a partof the world I'd only seen on maps and in Disney movies.

Malawi is located in Southeast Africa and is bordered by Zambia,

Tanzania and Mozambique. It has a population of almost 14 million

people and is known as "The Warm Heart of Africa". It is also one

of the least developed countries in the world and has a high

prevalence of HIV/AIDS. The economy is based mostly on

agriculture and the majority of the population lives in rural areas.

How could I make an impact with an organization in an area of the

world that I knew hardly anything about? The immediate reaction

is to plan everything out. Account for every variable. In our

business working harder than the next guy is how you get ahead

and that usually means having everything figured out to the

smallest detail. However, in this case that just wasn't possible. So

aer a few weeks of sleepless nights it was time to start over and

focus on the personal objectives that I wanted to accomplish from

this experience.

Embrace a new culture and way of life

Push my creative language and voice outside its comfort zone

Look at the relationship between people's happiness and sustainability

Evaluate what was successful and how it can be used as a bench mark

Engages W+K in more humanitarian efforts in developing economies


6/22

TIE - HESTIAN

WHO IS HESTIAN?

Hesitan is a organization that runs fuel-efficient projects in

Southern Africa that help mitigate climate change. The goal of

these technologies is to reduce indoor cooking smoke, a leading

cause of acute respiratory infection, and the regions dependency

on unsustainable woodfuel consumption. They have developed

three types of stoves ranging in sizes from household use to large

scale agricultural applications.

In addition to their efforts to provide clean cookstoves to the

people of Malawi, they also support the communities where the

stoves are produced. They have setup production groups in the

rural areas that provide all of the small cookstoves for distribution

across the country. These production groups are typically run by

women who learn technical skills to support their families by

providing a second source of income.

CHITETEZO MBAULA STOVE

1,000 KWACHA (~$3.00)

UP TO 80% FUEL SAVINGS

LOCAL PRODUCTION GROUPS


7/22

TIE - HESTIAN TECHNOLOGIES

CHITETEZO MBAULA

Maeve promotes Chitetezo stoves in rural and urban areas of

Malawi. These locally produced clay stoves improve heat retention

and fuel savings.

Material: Ceramic (Clay)Cost: MK 1000 (~USD 3.oo)

Fuel: Wood and/or Agricultural Residue

Fuel Savings: More Than 1 Tonne of Wood Per Year

Added Benefit: Smoke Reduction

FIXED ESPERANZA STOVE

Maeve installs an improved fixed cookstove, called the Esperanza,

which is quick, clean and safe.

Material: Bricks and Clay Liners

Cost: MK 10,000 (~USD 30.oo)

Fuel: Wood

Fuel Savings: More Than 1.5 Tonne of Wood Per Year

Added Benefit: Smoke & Accident Reduction

MAYANKHO STOVEThe Mayankho stove can cook for hundreds of people at a time. It

also offers very impressive wood savings for institutions such as

schools with feeding programs.

Material: Bricks and Metal

Cost: Capacity Dependent (20 Liter - 200 Liter Sizes)

Fuel: Wood

Fuel Savings: 70% Wood Reduction

Added Benefit: Smoke & Accident Reduction


8/22

THE IMPACT

It became clear that this was an amazing

opportunity to make a positive impact on

the quality of peoples lives and inspire a

conversation between the policy makers

and the people that are directly affected

by their decisions. The problem is deeper

than reshaping the way people choose to

cook their food - the forces involved in

climate change are indeed massive andcomplicated. The awareness of why this

is happening and what people can do is

just the first step toward global change.

TIE - HESTIAN


9/22

TIE - STRATEGY

THE PROBLEM

On paper Hestian's stoves are an amazing solution to the problems of deforestation

and health risks associated with the traditional method of cooking over a three

stone fire. The Chitetezo Mbaula and Rocket Barns reduce harmful cooking smoke

and save about 80% in fuel consumption. It's obvious that everyone who uses a fire

stove should have one in their home. The problem is that most people don't know

these stoves exist and of their overwhelming benefits.

To compound the problem energy and water outages are also huge issues in

Malawi. The local government and power companies say that they cannot address

local issues of utility shortages due to the fact that they are spending millions on

algae prevention at their energy turbines in Lake Malawi. This pollution of water

supply is caused by soil erosion into the lake. What is causing this erosion? The

primary cause is the deforestation to supply the increasing demand for firewood as

urban populations boom.

THE MAIN ISSUES

PUBLIC AWARENESS DEFORESTATION GOVERNMENT POLICY


10/22

TIE - STRATEGY

SPLITTING THE DECISION

Aer spending some time talking about the problems that Hestian was facing and

the best way to get their stoves into the homes of the people of Malawi, we were

able to identify two areas where we would focus our attention.

They know that families at home are their primary

target users for their stoves. Transforming these

stoves into symbols of social status will drive

demand on a user level and will generate interest

in homes by word-of-mouth.

Large businesses and political officials also have

a vested interest in reducing the pollution and

solving the problem of utility shortages. This

comes from the need to please constituents

and existing budgets dedicated to

environmental preservation.

In combining these areas of focus we sought to engage key players (e.g. hotel

owners, large businesses, government officials) to back the initiative and place large

orders of stoves, to create a tipping point where the stoves will be readily available

for purchase by people who are interested in the stoves and recognize the Hestian

brand.

The everyday person drives the demand, while large

investors and influencers dictate the supply in key locations.

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11/22

TIE - CREATIVE

THE APPROACH

With a basic strategy in place we began an awareness campaign that would

target both of the communities that would be influential in the success of the

campaign. The two groups would become the focus for the next few weeks

of work and the future for the Hestian brand.

DEMAND - To address awareness and demand in the home, we needed to

create brand recognition in the stoves. The current stove was fairly plain

looking with no ties back to the Hestian brand or initatitve. Coincidentally, a

new stove mold was set to go into production at the beginning of the new

year. It became a clear that this was a great opportunity to introduce the

"New Stove" and rebrand it with the Hestian logo, making it instantly

recognizable within the market places.

SUPPLY - Engaging heads of political committees, large businesses and

influencers required a different approach. These are the people who

determine environmental policy and have large budgets to put toward orders

of stoves. The culture in Malawi is a bit of follow-the-leader; if we could get

people on the very top interested in the stoves, other people with power and

influence would follow. Our goal was to create an informational vehicle thatclearly illustrated how these stoves solve the problems that are important to

their agendas. A social event was scheduled to get all these people in one

place to spread the awareness and drive pre-sales of the new stoves.

These people want to do good. We just need to make it

obvious and very easy for them to do so.


12/22

TIE - CREATIVE

THE STOVE WITH A NAME

Our first goal was to set apart the new stove from other stoves available in the

market. Made from a new mold, these stoves were designed to last longer

and be more efficient. Where to start? Hestia is the virgin goddess of the

hearth, so we needed a name that fit in as being a little sister. Aer muchdebate we chose the goddess of Earth, Maeve. We created an entirely new

brand and logo for the contemporary stove with a mark that would stand out

and be easy to recreate with any technology or printing technique.

We then began working with local artisans to create a stamp that we could

use to imprint our new logo on the side of the clay pots. Aer testing various

materials we decided a plastic/rubber stamp would be the best choice. It

allowed for the flexibility of working with wet clay, but also the durability

needed in the field of rural Africa.

MAEVE


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TIE - MAEVE STAMP TESTING


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TIE - CREATIVE

PROBLEM WITH A FACE

We knew that the only way to make this campaign a success was to get the

support from government officials and local businesses that could create the

demand for a supply of stoves that was already flush. Cabinet members have

large budgets set aside for projects that fit within their department goals.Large businesses have a vested interest in the well-being and efficiency of

their employees and are willing to spend money to streamline their own

operations.

Education was the only hurdle that kept us from providing thousands of

household with new Maeve stoves. Over the new few weeks we traveled all

over Malawi to document every facet of the Hestian initiative.

WHAT WE DOCUMENTED

Stove Production Facilities

Household Users

Government Officials

Illegal Charcoal Production

Large Economic Businesses


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TIE - PHOTO DOCUMENTATION


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TIE - CREATIVE

THE REVEAL

We would need an event for all of these people to meet and show them the stories we

gathered in the field. Given the social aspect of African culture, a party was scheduled at the

end of the four weeks. A local golf course was chosen as the place to reveal the new stoves andpresent our awareness video to influential people in the government and local business.

The video we created is broken into two parts; the first illustrates the massive problem that

deforestation is causing and the second reveals the new Maeve stove and its outstanding

benefits. Some of the footage in the video had never been seen before by the public. For

example, we secured access to a group of illegal charcoal producers in one of the National

Forest Preserves. Charcoal production is legal only by permit but at the time no permits have

been issued. Yet, anywhere you drove, massive bags were for sale on the roadside.

The Principal Secretary of the Minister of Environment and Climate Change was our guest of

honour and she delivered an emotional speech aer the slideshow concluded. She believed that

with the help of the Minister and Malawi's President, our efforts could exceed expectations in

the coming years. At the end of the party, 10,000 orders for the new stove had been placed.

X 10,000


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TIE - SLIDE SHOW

(CLICK TO WATCH SLIDE SHOW)

PHOTOGRAPHY - TREVOR GILLEY

MUSIC - PETER MAWANGA

AUDIO REMIXING - JOHNNY FOX
https://vimeo.com/55939802https://vimeo.com/55939802https://vimeo.com/55939802https://vimeo.com/55939802


20/22

TIE - AFTERWARD

THE EXPERIENCE

Returning from Africa was more difficult than I had imagined, a sort of reverse culture shock. I

expected to jump back into my busy life on the same trajectory as when I had le. It's very easy

to get sucked into the grind of NYC - you see people come and go and are always looking for

the next best thing. The city that sparkles has a funny way of dazzling you into hypnosis.

Hestian taught me a lot about sustainability, fuel-efficient technologies and working in

developing economies. That a photograph is the best way to break down a language barrier

and that people want to better their lives if only given the chance. Everything that would have

been expected from reading the brochure. What I didn't expect was a new understanding of

the hardships in the world and the confidence that in some small way we can all make a change.

The clarity I got from Africa is that we are all part of a global community and we rely on each

other for the sustainability of our environment. There are communities all over the world that

could use help from its fellow mankind. We are in an industry that has close relationships to

some of the biggest brands in the world. We need to find a way to use these connections and

resources to make a positive impact on the world around us. Helping to give exposure to the

humanitarian work our clients are already doing is the first step. Beyond that we can find a way

to create relationships on both sides of the field. We are a global network and we must begin

forging relationships one email at a time.

My time living in Malawi with Hestian was nothing short of amazing. I worked with amazing

people to spread awareness for something that will no doubt better the lives of people in Africa

and help bring reform to environmental policies of a nation. A few months ago I had no idea

what to expect and the challenge before me seemed impossibly overwhelming. Looking back, I

am reassured of the human spirit and know that good people will always find a way to make the

world a better place to live.


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TIE - AFTERWARD

TREVOR GILLEY

DESIGNERW+K | NEW YORK


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tie: hestian | malawi - trevor for w+k

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