Lab517 Recap: Day One
Apr 14, 2016
When you think of a Sweet 16 birthday party, what do you think of?
My mind immediately flashes to that MTV show “My Super Sweet 16,” the one where parents shell out thousands of dollars for their teens birthday party, which always include a celebrity appearance, a huge cake, and a super luxury vehicle presented to the teen at the end of the night.
Well, Centerline hosted a Sweet 16 today, but we kept it low key. Our client ShelterBox joined us on their sixteenth birthday to launch Lab517: Shelterbox, a 48-hour creative challenge to help promote their mission of delivering humanitarian relief to victims of disaster or crisis.
It might not be a Super Sweet 16 level blowout, and we’re pretty sure it’s not going to include a Range Rover with a big red bow, but it is going to be a two-day long event focused on channeling our creative and strategic talents to deliver great work for ShelterBox.
Since their start in 2000, ShelterBox has responded to earthquakes, floods, tsunamis, landslides and conflicts, delivering emergency aid to the communities impacted.
When it comes to spreading their message, it’s usually not a hard sell in the wake of a natural or manmade disaster.
“We help families in their darkest hour, and I’ve yet to find someone that says ‘that’s a dumb idea!’” explained Chris Alexander, communications manager at ShelterBox USA.
ShelterBox depends on a pay-it-forward model when it comes to donations – money donated for a ShelterBox now will help people all across the world who will be affected by a disaster in the future.
Simply put, they’re preparing for the worst day ever, every single day.
“On average, ShelterBox is responding to 26 emergencies every year, which is about one emergency every other week. Most of these you don’t even hear about,” explains Kerri Murray, president of ShelterBox USA.
“Right now, the organization is responding to the strongest storm ever recorded to make landfall in the Southern Hemisphere, which hit over a month ago in Fiji. I mention that because, probably, most people in this room haven’t even heard about that. Cyclone Winston, category 5, direct hit across the island nation of Fiji; it devastated several islands to the point where there were islands, like the island of Koro, where there’s nothing left. 5,000 people living, and there isn’t a single indigenous tree left.”
Today, we broke out into five squads to tackle some of the main issues ShelterBox faces:
- Year-Round Funding
- Donation Transparency
- Generating Awareness
- Thinking Beyond the Box
- Brand Continuity with Brand Ambassadors
Want to know what went down in the first squad meetings? Check out the Periscope interview we did with a leader from each squad at the end of day one.
For now, make sure you’re following us at #Lab517 on Snapchat [username: Centerliners], Twitter and Instagram [@centerline] for near constant updates on all the action. We’ll also be checking in on our squads using Periscope at 9 a.m., 12 p.m. and 5 p.m. each day, so make sure to tune in! Looking for one place to find everything? Check out our Tumblr for an archive of all our updates.
It’s gonna be a long, fun, creative 48 hours.