In mathematics, a power of 10 is any of the integer powers of the number ten; in other words, ten multiplied by itself a certain number of times (when the power is a positive integer). By definition, the number one is a power (the zeroth power) of ten.
Many directions were taken in order to create a brand identity for the campaign that would not only stand for our message, but be memorable and exciting. Our final direction took a tone of grunge and a strong visual language that was both illustrative and impactful.
Creative Bief
1. Amplify awareness and aptitude for the metric system in the United States and communicate its benefits.
2. Celebrate the coexistence and facilitate "bilingualism" between the metric system and US customary units.
3. Facilitate conversation using the metric system to communicate with the rest of the world.
4. Provide helpful information and tips for conversion between metric and US customary measures.
1. Takeaways from case study research
Research
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High profile media coverage + endorsements
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Light-hearted and positive messaging
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Toolkit for participants
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Utilize existing networks
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Put education at the center
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Capitalize on social influence
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Appeal to people’s values
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The first priority was for our team to understand the current perspective on the metric system from a broad set of stakeholders.
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We interviewed chefs, teachers, journalists, policy makers, doctors, lobbyists and scientists - anyone that could have stake in a move to an all-metric system because of their profession.
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We presented our insights back to the various teams so that they could be incorporated throughout the project.
2. Speaking to people
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The first priority was for our team to understand the current perspective on the metric system from a broad set of stakeholders.
-
We interviewed chefs, teachers, journalists, policy makers, doctors, lobbyists and scientists - anyone that could have stake in a move to an all-metric system because of their profession.
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We presented our insights back to the various teams so that they could be incorporated throughout the project.
“...it’s a way for the whole world to speak the same language.” - Chef
“I have wondered why we haven’t...” - Retired Elementary School Teacher
“It makes our lives difficult because we end up having to use a mix of both measurement systems and doing a lot of conversions. ” - Fisheries Biologist, Arizona Game and Fish
“Mathematically the metric system is a lot easier to use because it’s base 10. Our number system just easily lends itself to the metric system.” - High School Math Teacher
Things we heard
“I get most of my news through social media sources. I’d much rather read my news and piece together the facts.” - Artist
“I get the news on my phone (New York Times), NH public radio, newspapers…TV …Online news...talking with friends, colleagues and family.” - Journalism Professor
“Read local newspaper, online sites: NYTimes, Slate, Time, CBS News, Marketwatch. Listen to NPR.” - Retiree
“I used to know through facebook, but now people usually tell me what’s going on.” - Physician’s Assistant
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Many directions were taken in order to create a brand identity for the campaign that would not only stand for our message, but be memorable and exciting. Our final direction took a tone of grunge and a strong visual language that was both illustrative and impactful.
What we did
1. Forming a brand.
2. Infographics
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All 6 infographics together will serve as a poster, and individually as social media posts.
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While visualizing those relationships, we saw an opportunity to engage our target audience and visualize the metric system in a relevant, relatable, and consistent way.
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Our team of 6 developed 6 ways the metric system enters our daily lives. Together, this shows how the metric system enters our lives in an entire day.
3. Characters.
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I created these characters, inspired by the measurement systems of length, distance, temperature, volume, and weight, so they were made to characterize and better understand what we were doing.
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I created these characters, inspired by the measurement systems of length, distance, temperature, volume, and weight, so they were made to characterize and better understand what we were doing.
3. Characters.
4. Video
Length
Volume
Distance
Weight
Temperature
1. Video
Getting the word out
Our Video team hit the streets of NYC to involve the public in our campaign. Danielle H. played the role of the ‘Metric Monster’ and interviewed people near the Flatiron building, asking questions about conversions, their thoughts on the metric system vs. the US system, and how many bananas tall she is. Upon completion the video was released on social media.
2.9k views
3 days
shares and likes
2. Forming media relations.
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Started with a comprehensive communication/pr environmental scan
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Developed a list of reporters and outlets to reach out to
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Developed a message platform about our project
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Reached out to reporters with pitch and option for interview
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Followed up with reporters, waiting for traction.
3. Establishing a presence on social media
Follow us:
Facebook: Power of 10
Instagram: Power of 10
Twitter: @pwrof10
#makeamericametricalready
STRATEGY
A large chunk of our time together was spent on striving for cohesion in our vision, and understanding who our primary audience was - hence defining the channels we would use to reach them.
GIVING IT FORM
The metric system is extremely abstract, hence many of our ideas focused on giving it form - whether through establishing a visual language, a series of products and infographics, and a light and humorous video to help people relate to our message.
How we get there?
1. Evolving our direction
2. Learning from challenges
It was a slight challenge to gather traction on the issue of the metric system, given the severity of other issues our country is facing but we learned to connect the system to others, adding to its importance and value.
Communication was also a learning process, as our campaign had so many moving parts, that constantly evolved. Establishing points of contact within teams, and trying to document as much as possible, we were able to maintain a steady stream of communication.
3. What’s next?
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develop additional videos
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illustrative video of the history of the metric system in the United States
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making chocolate chip cookies from scratch
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publish op-ed article(s) in newspapers and media outlets we contacted
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push social media in universities, schools and with other applicable audiences
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promote the campaign’s Society 6 product page through social media and local artisan shops
