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Presents: 

Project Carbon Footprint

The Quick Pitch

How can the Moynihan Train Hall serve as an educational platform for individual carbon footprints? By highlighting the good, not the bad, the information becomes more digestible and retainable. 

Ask

Educate participants on actions they can take to decrease greenhouse gas emissions

The Moynihan Train Hall welcomes about 65,000 commuters daily. This is a significant amount of traffic giving our installation an advantage for more interaction and therefore increasing awareness.

Opportunity

Challenge

How do we inspire people to make educated eco friendly decisions in a small window of time?

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Background

The average carbon footprint for a person in the United States is about 16 tons. The U.S. carbon footprint is four times the global average per person.

Scientists worldwide state that to avoid a 2-degree Celsius rise in global temperature, we need to lower our global average carbon footprint to an average of 2 tons. A 2 degrees Celsius temperature rise would catastrophic for all ecosystems that depend on stable conditions.

Problem

Most people are aware of climate change and its negative effects; however, most people don’t believe their actions will make an effective contribution.

"When ads talks to me about the environment, they tend to make me feel bad for my actions. Don't make me feel bad for a cow. Tell me more about the benefits for me."

-Coralie, 24, Metro User, D.C

Truth

Self-affirmation, fulfilling the need to protect self-integrity in the face of threat, enables people to deal with threatening events and information without resorting to defensive bias.

Idea

Highlight the good not the bad.

Highlight the benefits of what people do well as a motivation to continue and do more.

Tactics

An interactive exhibit that encourages a collective group effort to practice sustainability.

Target

Everyone. We all have a part to play in creating a more sustainable Earth.

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As soon as someone steps into the station, they become part of the team. The goal is to keep the Moynihan station green. 

How it works: projectors set all over the station create green tiles representing the forested ground. As people walk on the green tiles, the projector interacts with the shadow changing the tile color to represent a literal carbon footprint. To turn a tile green again, visitors can interact with the environmental action stations. These stations involve environmental actions that most people are already practicing or know about, such as recycling, purchasing public transportation tickets, and refilling water bottles.  

Positive Messages Along the Stations

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Takeaway

Why should the learning stop after departure?

As an extra token, visitors can visit the campaign website to monitor how "Green" the Moynihan Station is after each day and learn more about carbon footprint, how large their carbon footprint is, and ways to lower it. 

  • Tres Jones (Strategist)

  • Katie Boller (Experience Designer)

  • Alaysha Mikell (Experience Designer)

  • Houston Knight (Experience Designer)

My team

My part

  • Brand Strategy 

  • Focus Group Moderator

  • Cultural Deep Dive

  • Deck Narrative and Presentation