Young Glory Breif 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 don’t 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 people’s 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