young glory brief 2 - submission 2
TRANSCRIPT
LEO BURNETT MELBOURNE | [email protected] | [email protected]
Dan Sparkes Ed HeckesS P
AR K E S A N D H E C K
ES
C R E A T I V ET E A M
Many people don’t grasp that they can be affected when a potentially disastrous event is said to be coming, so will not be informed when it hits. The closer a disaster becomes, the more people search for information about it online, however no single online services exists to support people in these situations.
Insight:
Idea: Hijacking this behavior, Google GoTo automatically shows the nearest safety points in relation to where people are headed.
When a potential catastrophe is recognised (an extremely hot week, hurricane warning), Google turns on its “GoTo” service: an add-on in Google Maps that shows people where the nearest aid/ evacuation points are to their planned route, as a way to raise awareness.
As people plot their route, share options of the GoTos appear to spread the word of where the aid points will be.
GoTo
SHARE WITH FRIENDS
REGISTER HERE
GoTo
Google Maps continues to show the nearest GoTos on people’s routes, as well as flagging those points that are at capacity, and informing people outside the effected area of what resources and supplies are needed: tinned food, blankets, clothes.
People can ‘check in’ at the Aid Centres, allowing friends/ family to search the GoTo database to see who is there.
GoTo
NEEDING SUPPLIES
AT CAPACITY
During/ After a disaster.
If a disaster is coming, GoTos will be turned on through Google Maps for areas at risk.
As a disaster becomes more imminent to a particular area, geotargeting will be used in conjunction with Google Ads to educate those most likely to be effected of the benifits of GoTo technology.
The share functionality means that friends who will also be in the area can be informed of where the nearest GoTos are and plan meeting spots if need be.
Getting the message out there.
HURRICANE WARNINGFIND YOUR LOCAL
GoTo