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Young glory brief 2 - submission 2

Daniel Sparkes
Daniel Sparkes

1) The idea is for Google to create a "GoTo" service within Google Maps that shows users the nearest evacuation points or aid centers when a potential disaster is recognized. 2) As a disaster becomes more imminent, Google Maps would flag evacuation points that are at capacity and inform people outside the affected area about needed supplies. 3) People could check in at aid centers through GoTo, allowing friends/family to see who is there.

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AND H ES E K C R KE SPA S Dan Sparkes Ed Heckes CREATIVE TEAM LEO BURNETT MELBOURNE | daniel.sparkes@leoburnett.com.au | edward.heckes@leoburnett.com.au
Insight: Many people dont 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.
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 REGISTER SHARE WITH HERE FRIENDS GoTo
During/ After a disaster. Google Maps continues to show the nearest GoTos on peoples 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. AT CAPACITY NEEDING SUPPLIES GoTo
Getting the message out there. 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. HURRICANE WARNING FIND YOUR LOCAL GoTo

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Young glory brief 2 - submission 2

  • 1. AND H ES E K C R KE SPA S Dan Sparkes Ed Heckes CREATIVE TEAM LEO BURNETT MELBOURNE | daniel.sparkes@leoburnett.com.au | edward.heckes@leoburnett.com.au
  • 2. Insight: Many people dont 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.
  • 3. 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 REGISTER SHARE WITH HERE FRIENDS GoTo
  • 4. During/ After a disaster. Google Maps continues to show the nearest GoTos on peoples 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. AT CAPACITY NEEDING SUPPLIES GoTo
  • 5. Getting the message out there. 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. HURRICANE WARNING FIND YOUR LOCAL GoTo