An approach for an Athenian campaign that aims to connect the citizens with their city in the context of feeling it as their own home. It is a people oriented project because the process of reinventing the city starts from each person that lives in it.

1. Athens Campaign
By Zuzana Hájková and Katerina Michalentzaki

2. The campaign and inspiration
Athenian people
The love for the concept of home
VS
The actual love for their city as a home
•respect for the city environment
•driving behavior
•attention for public property
•social awareness

3. The campaign and inspiration
Idea
Put Athens next to the
word Home
Remind citizens
•to see their city as their own home
and visitors that Athens is
•Open
•Relaxing
•Comfortable
•Familiar
•Alive
•Homey

4. The journey towards the campaign
• Asia’s smartness is technology-
centered
• Private sector is developing
solutions

5. The journey towards the campaign
• Citizen – centered
campaigns
• Personal engagement
• Interactivity

6. Line of thinking – The case of Prague
See Athens from the eyes of
groups
ForeignersForeigners

7. Parents results
• 73% of the participants were born in Athens
• 13% came for professional reasons
• 73% say that they feel it like home contrary to the 20% who don’t
• Three main things that the parents are missing in Athens:
• Safety
• Parks
• Walking with the baby strollers
• The main thing that the parents appreciate about Athens:
• Choices
• Three main recommendations for Athens:
• Security and police protection
• Parks and children activities

8. Results of foreigner´s questionnaires
• People from 10 countries (China, Germany,
Turkey, France, Poland, Sweden, Italy, the
Netherlands, the Czech Republic and Georgia).
• The time of their stay in Athens differs from 3
months until 1, 5 year, but our respondents stay
in Athens approximately 5 months. Their reason
is mostly connected with education or a kind of
internship.
• The responses came from a variety of areas of
Athens.
• 59% of respondents consider Athens as their
home.
• 62% of respondents would recommend Athens
for living to their relatives or friends.
• If the respondents should name their bad
experience from Athens, they mostly mentioned
the stories about thieves and never- ending
demonstrations.

9. Results of foreigner´s questionnaires
• Three main thing that the respondents are missing in Athens:
• Good organization
• Clean city and parks
• Efficient night public transportation
• Three main things that the respondents appreciate about Athens:
• Nice behavior of people
• Weather
• Seaside
• Three biggest problems of Athens:
• Safety
• Dirtiness and a lack of ecological thinking
• Bad organization
• Three main recommendations for Athens:
• Be careful with city cleaning
• Try to work a bit on the organization of work and traffic
• Implement ecological projects

10. What will the campaign do?
Communicate the bestand the worst of
the city within the context of feeling the city
like a home
App Oriented Campaign
City Social Network
Problems & Solutions
Division by group, area and problem

11. What will it offer?
Connection among
People
Peer Groups
Municipality
Solution providers

12. Who will launch it?
Non Profit Entity that consists of
Volunteers
Associations (such as bikers,
mothers, foreigners, protect
animals, environmental, athletes
etc)
Companies

13. Suggest the best name

14. Channels
• Mobile app for citizens to connect
• Create an online platform
• Social Media (Facebook, Twitter, YouTube, Instagram)
• Traditional media ( TV, newspapers)
• On line portals associated with the city (tour guides, news,
entertainment, city guide, travel websites, Athens blogs, etc.)

15. Examples
Storytelling using
Ich- form
Real people, real needs
Main faces for each target group- to
make people familiar

16. Examples

17. Examples

18. Resources
 Crowdsourcing (content like photos,
videos, stories, design etc)
 Engaging public associations and
municipality for endorsement
 Approach sponsors (mobile
companies, airport, newspapers,
printing companies)
 Crowd-funding
 Support from Greek Tourism
Organization

19. Strategy steps
The initial human capital of the project will create the primary
content and the campaign.
•Design logo
•Basic target groups
•Extend the research in large scale
•Prepare the leading stories
•Design all the visual content
(templates, graphics, posters)
•Implementation
• The Athenian Mother
• The Athenian biker
• The Athenian businessman
• The Athenian investor
• The visitor
• The wannabe Athenian

20. Incentives for participation
• Benefits within the community
(discount in businesses that support
the goal)
• Help and support within peer
groups
• Exchange system within the app
• Events (educational, city activities,
arts etc)

21. Growth and income
 Connect with other campaigns
 Merchandise
 Advertising
Organizing activities in the city
Create a station in the city as a
reminder of the campaign (modern
statue, sign or sth)

22. What about the rankings?
Useful
• The Economist Intelligence Unit –
MOST LIVABLE CITIES
Not Useful
Reputation Institute
MOST REPUTABLE CITIES
71st
and 51st
position the last 4 years

23. A successful campaign begins
When Citizens are part of it
When the city changes from each
person
When Athenians feel their city as
their own home!

24. Thank you!Thank you!