This document outlines a proposed digital campaign to encourage people to connect with their personal heritage. The campaign would involve people taking photos of objects, places or buildings that are personally meaningful and writing a short story about their significance. These stories and photos would be shared online and could earn discounts to heritage sites. Similar existing campaigns are referenced. Wireframes and mockups illustrate how the digital platform may be designed. Extension ideas like social media and posters are also proposed.

1. Huy Minh Le
MA International Design Marketing and Communication

2. The brief RSA Student Design Awards
The challenge:
Design a way for people and communities
to better connect to and celebrate heritage.!

3. Research Background and things to consider
• This brief asks you to think about what would encourage people to take greater
interest in heritage and how it contributes to individual and collective livelihoods and
wellbeing, as well as place-making.
• This brief asks you think about heritage in the broadest terms, from our own personal
heritage – ancestry and culture – to our collective heritage as a society, including the
places we live in.
• The brief is founded on recent research that the RSA has developed together with the
Heritage Lottery Fund, culminating in the Heritage Exchange conference in July 2014.

4. Stonehenge - UK (2600 BC)
Roman Baths - UK (1894)
Machu Picchu - Peru (1450) Hue Imperial City - Vietnam (1804) Great Pyramid of Giza - Egypt (2560–2540 BC) Colosseum - Italy (70–80 AD)
Great Wall of China (206 BC) Taj Mahal - India (1648) Chichén Itzá - Mexico (600–900 AD)
Whitby Abbey UK (657 AD) lincoln Cathedral - UK (1185–1311) Palace of Westminster - UK (Middle Ages)
Moodboard

5. For me, the better question is: Can sustainable growth really
existwithoutheritageplayingapart?Ifwerespectandcelebrate
our past, then we can create a never-ending story from which
everyone benefits. Places need stories. New-build glassy offices
and blocks of flats that aren't connected to the history of the
places where they are built don't have stories. Stories are what
makes a place unique. "
Martyn Evan
Creative Director, Cathedral Group
,‘
Research Can heritage really contribute to sustainable development?

6. Research The Numbers
- HERITAGE COUNTS 2014 ­
THE VALUE AND IMPACT OF HERITAGE
DONATIONS
In 2013 13% of people donated
money to the heritage sector.
EC
O
NOMIC OUTP
U
T
In 2011, built heritage tourism in the UK
provided 134,000 direct jobs & £5.1bn
economic output.
IMP
ACT ON WELLBE
IN
G
Visiting heritage is worth £1,646 p.p. per year
Sport is worth £993 p.p. per year.
UK RANKED 5TH
In 2011 54% of overseas tourists to the UK visited
historic buildings; in the Nation Brand Index Britain ranked 5
out of 50 countries in terms of being rich in historic
buildings and monuments.
of HLF v
92%olunteers meet
new people. 35% of them
sustain friendships outside
the project.
of adults attended
73%at
least one heritage site in
the UK within the
previous 12 months.
of HLF v
72olunteers had
%
more contact with older adults.
23% stated an increase
of understanding in over 65s.
58.6MILLION
visits to historic sites
in England in 2013.
Population was 53.5m.
of people agree that better quality buildings
and public spaces can improve quality of life.
69% believe that heritage sites are important
to the local community.
£
of respondents to a survey agreed that
investment in their local historic environment
made the area a better place.
of respondents to a survey about
historic environment-led regeneration
projects felt that their local project had
raised pride in the area.
- ALL PRIMARY SOURCES AVAILABLE AT WWW.HERITAGECOUNTS.ORG.UK ­
Source: www.heritagecounts.org.uk

7. • People (in the UK) care about heritage.
• Most of the heritage that people care about are famous historic
heritage sites , which are quite comercialised for tourism purpose.
Research Take away thoughts

8. How do we get people to connect with the root of heritage and move
beyond the scale of tourism?
In other words:
How do we better connect people with their own personal heritage?
TheChallenge

9. Brendon
Brendon is a 35 years old financial consultant living in Leeds, UK. He
used to live with his parents in an old house in Huddersfield, which
is about of half an hour drive from Leeds. When he got married
9 years ago, he decided to move to an apartment in the center of
Leeds, which is closer to his company office. Brendon has 2 kids, one
is 6 years old and the other one is 8 years old. Almost very weekend,
Brendon drives his family to come and visit his parents at the old
house where he used to grow up.
When he and his family get there, he usually lets his sons play with
the old swing in the front yard that he used to play with when he was
a kid. The swing is now 40 years old and it carries lots of memories
of Brendon's childhood. One was 15 years ago when his wife (Kate)
came to visit him the first time and they sat on the wing to have a
chat. Brendon considers the old swing as a personal heritage that has
a very strong attachment to his memory.
Profile Who are we talking to?
Image from Flickr.com under Creative Commons License

10. Mary
Mary is a 30 years old secondary teacher in Oxford. She usually
takes her pupils to visit the Oxford University Museum of Natural
History and shows them all the wonderful artefacts in there. She has
been in this museum a hundred times and she could remember every
corner of the museum.
There was one time her pupil Jessy (7 years old) cried a lot when she
saw the huge dinosaur fossil and Kim had to calm her down and
explain its meaning to her. Then at the end Jessy fell in love with the
museum and didn't want to leave at all.
Mary still remembers in her head every trip to the museum with her
pupils. The museum has become a major part of her teaching life
with many memorable memories.
Image from Flickr.com under Creative Commons License
Profile Who are we talking to?

11. Developing a digital-based competition for people to take photos of
their personal heritage (it can be artefact/place/building...). They will
caption the picture with a story of how it connects to themselves and
then share the pictures to our digital platform. The story then will be
rated and scored. The scores will be transfered to discount vouchers
when participants visit heritage sites in the UK.
The Idea My Heritage History

12. Vietnam's Longest Wave Campaign Yellow Pages - Capture The Covers Campaign
www.capturethecover.com
Human of New York
www.humansofnewyork.com
Visual
Research Similar Digital Campaigns

13. • Simple and neat layout
• Good use of grid system
• Good use of photography
• Good use of interactivity where user can navigate and hover
over the image with text
Visual
Research Take Away Thoughts
Things to consider:
Design strategy:
• The quality of photography in our campaign varies from this
entry to other entries
• The caption could be lengthy (a maximum word length of 200
words should be specified)
• In some entries the caption will weigh more than the
photographic part

14. Development Low-Fidelity Wireframe
Navigation Navigation Navigation Navigation Navigation
Logo Social media

15. Development High-Fidelity Wireframe

16. Development Final Design

17. Development Final Design - Mobile App
Iphone App The Menu

18. Development Campaign Extension
Social media campaigns (Facebook, Instagram, Pinterest, Twitter....)
#Yourheritagestory Lorem ipsum dolor sit amet, consectetuer
adipiscing elit. Aenean commodo ligula eget dolor. Aenean
massa. Cum sociis natoque penatibus et magnis dis parturient
montes, nascetur ridiculus mus. Donec quam felis, ultricies
nec, pellentesque eu, pretium quis, sem. Nulla consequat
massa quis enim. Donec pede justo, fringilla vel, aliquet nec,

19. Development Campaign Extension
Posters presenting some fun facts about
some famous heritage sites in the UK. Then
the poster will ask audiences to share their
own stories on our competition website.
Image from Flickr.com under Creative Commons License

20. Conclusion Reference
Thank you
for listening!
• English Heritage, Heritage Counts 2014, Retrieved
http://hc.english-heritage.org.uk/content/pub/2014/
heritage-counts-national-2014.pdf
• Pascal van der Haar, Yellow Pages - Capture The
Cover, (July 23, 2013) . Retrieved December 18, 2014,
from https://www.behance.net/pascalsetsail
• Alex Nguyen, Canal+ Sports. Retrieved December 18,
2014, from http://infiniterewrite.com
• Images were found on the Flickr account of Sam
Howzit and Seattlemunicipal under the Creative
Commons License