The Mate from the past

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How can we generate interest in history with young people? ECCO Poland/OnBoard PR invented a virtual 'time tunnel' on Facebook shifting the audience back to the days of the 1944 Warsaw ghetto uprising.

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  • The Mate from the past

    1. 1. ECCO Poland/On Board PR
    2. 2. Mate from the past. 1944 Live. A Social Media case study ECCO Poland/On Board PR
    3. 3. How can we generate interest in recent historyamong young people? = /
    4. 4. How can we generate interest in recent historyamong young people? = / 48% of young Poles says that events from World War II are not very interesting (Pentor, 2009)
    5. 5. Challenge! ! !
    6. 6. Challenge! ! !• 2009 – the 65th anniversary of the Warsaw Uprising
    7. 7. Challenge! ! !• 2009 – the 65th anniversary of the Warsaw Uprising• How to ensure that the momentous events from the past are not forgotten?
    8. 8. Challenge! ! !• 2009 – the 65th anniversary of the Warsaw Uprising• How to ensure that the momentous events from the past are not forgotten?• How to revive the history of the Warsaw Uprising and make the great tragedy of the Polish capital during World War II a part of the present?
    9. 9. Challenge! ! !• 2009 – the 65th anniversary of the Warsaw Uprising• How to ensure that the momentous events from the past are not forgotten?• How to revive the history of the Warsaw Uprising and make the great tragedy of the Polish capital during World War II a part of the present?• How to make the young people today understand what their counterparts felt 65 years ago?
    10. 10. Challenge! ! !• 2009 – the 65th anniversary of the Warsaw Uprising• How to ensure that the momentous events from the past are not forgotten?• How to revive the history of the Warsaw Uprising and make the great tragedy of the Polish capital during World War II a part of the present?• How to make the young people today understand what their counterparts felt 65 years ago?• The objective in the beginning was to engage at least 100,000 people directly.
    11. 11. Challenge! ! !• 2009 – the 65th anniversary of the Warsaw Uprising• How to ensure that the momentous events from the past are not forgotten?• How to revive the history of the Warsaw Uprising and make the great tragedy of the Polish capital during World War II a part of the present?• How to make the young people today understand what their counterparts felt 65 years ago?• The objective in the beginning was to engage at least 100,000 people directly.•
    12. 12. SOSNA & KOSTEK –OUR MATES ON FACEBOOKTwo fictitious profiles of insurgents:Sosna 24 and Kostek 23Detailed scenario of their activitiesover the 63 days of the WarsawUprising.They were a couple of young TextWarsaw inhabitants who “by bendingtime” were able to tell the story oftheir everyday experiences “live from1944”, for 63 days from thebeginning until the end of theuprising, 24 hours non stop as if itwere happening today.
    13. 13. 1944 LIVE ! ! ! ! ! ! ! 4a The mate from the past. 1944 Live.1944 Sosna and Kostek profiles content:  photos: Warsaw from the forties.  songs from the uprising short movies about Uprising historical quizzes.
    14. 14. 1944 LIVE –! ! ! ! ! ! 5aMOVIES RECONSTRUCTINGEVENTS! ! !We made short documentarymovies by mobile phone. Thus wemanaged to harness newtechnologies to bend time and goback to 1944 for a short while aswell as really interact with youngpeople getting them involved inlively discussion of historicalevents.
    15. 15. 1944 LIVE – STREET GAME IN REALITY!
    16. 16. Meeting the fans! !
    17. 17. Meeting the fans! ! ! !
    18. 18. Meeting the fans! ! ! ! At the end of the project we organised a meeting for all Kostek’s and Sosna’s friends, fans and media. In this way they could learn more about the background to the project, talk to the people who played the Kostek and Sosna roles and hear the most interesting inputs from facebook.
    19. 19. SOSNA & KOSTEK in the media
    20. 20. SOSNA & KOSTEK in the mediaMore than 5 million spectators from TV coverage
    21. 21. SOSNA & KOSTEK in the mediaMore than 5 million spectators from TV coverageAlmost 85,000 listeners from radio coverage
    22. 22. SOSNA & KOSTEK in the mediaMore than 5 million spectators from TV coverageAlmost 85,000 listeners from radio coverageCoverage in all Polish dailies, weeklies and themepress
    23. 23. The project!! ! !
    24. 24. The project!! ! ! “Mate from the past. 1944 Live” - is the first project to connect modern history education with a social media campaign. The project was innovative in that we used the latest technologies and popularity of social media to bring historical events close to home and more attractive to young people.
    25. 25. The project!! ! ! “Mate from the past. 1944 Live” - is the first project to connect modern history education with a social media campaign. The project was innovative in that we used the latest technologies and popularity of social media to bring historical events close to home and more attractive to young people.
    26. 26. Results 63 days with relations 4000 friends also celebs, journalists 800 posts 1512 hours of vivid discussions on the uprising
    27. 27. We generated a great deal of emotion amongfollowers
    28. 28. The project!! ! ! The project was conceived and created under the patronage of the President of Warsaw and millions of people found out about Sosna and Kostek through reports and interviews on TV, radio, press and the internet and 4000 people experienced the death of one of their friends. All the people that took part in the project did so pro bono.
    29. 29. You want to know more? Please contact us Kathryn Bishop Phone +44 2070893695 kathryn@ecco-network.comECCO International Public Relations Ltd. 156 Bermondsey Street London SE1 3TQ United Kingdom
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