OUR SOLUTION
Gamifying impact
Our Solution is to encourage our target audience to not use single use plastic bags through a gamification strategy.
Laut has designed an iOS/ android game that promotes real life behavioural change. Our app does this through Education and Promoting sustainable practises
1. EDUCATION
Our target audience is educated about the damage single use plastic bags have on our environment through a multitude of ways:
1. Game play:
Seeing marine animals dodging plastic bags pollution in order to swim in the ocean.
2. Features of the app
Loading screen:
Quiz: Our audience has the option to complete quizzes and will be rewarded with coins in the game
Link to our website: Learn more about ways that they can reduce their single use plastic consumption
Character unlocks: Create a connection with the beautiful native sea animals.
2. PROMOTING SUSTAINABLE PRACTICES
Our target audience is encouraged to not use single use plastic bags in two ways:
1. Game achievements = real life rewards
- In the game when you reach level 25 you will win a free cloth bag that you can redeem at a supermarket.
2. Real life achievements = Game rewards
- There is an augmented reality feature in the game which enables our players to record the amount of times they use a cloth bag in a supermarket. If they use a cloth bag at a supermarket a certain amount of times then they will receive coins or unlock special characters.
PROTOTYPE OF "SOMETHIN' FISHY" MOBILE APP version 2.0
DEVELOPMENT PROCESS
.
1. EMPATHY
Two main sources to discover why Mothers use single use plastic bags in Indonesia
- Interviewed Mothers in Indonesia (11 mothers, 11 Children)
- Interviewed Indonesian international students in Australia (5 students)
The survey was written in Bahasa to be more accessible to our target audience.
One of our team members translated the findings and created the report
3. IDEATION
We first wrote down any solution we could think of!
Then we analysed our research more closely and we recognised 3 main characteristics of our target audience. They:
1. like to play mobile games
2. are Influenced by their family and old habits
3. are heavily impacted by whatsapp information.
IDEATION CONT.
Therefore our solution was to:
1. Create a mobile game
2. focus on changing old habits
3. Market the game particularly through a viral whatsapp message
DEVELOPMENT OF TARGET AUDIENCE
our target audience of the game expanded to also include children in Jakarta.
This is advantageous because
Children can influence their mums. Furthermore by encouraging sustainable practises at a young age, this can have a long term generational impact.
We thus created different achievements and levels of difficulties within the game so both children and adults can be stimulated.
5. TEST
The prototype was presented to 10 individuals in Jakarta (4 mums and 6 children)
The feedback was:
The gamification aspect would encourage them to use cloth bags
Redeeming a cloth bag at a supermarket would be convenient
They would share the game with their family and friends
DESIRABILITY, FEASIBILITY, VIABILITY
Desirable for our audience
Popularity of mobile Apps:
Indonesia is the largest mobile game market in Southeast Asia as documented by Indonesiabaik.id in 2019. About 50% of Indonesian adult mobile gamers are women who come from mid-high income backgrounds. 90% of the 21 Indonesian Mothers and Children we surveyed play mobile games, hence our solution is appealing to them.
Value
100% of the children we surveyed believed that using single use plastic bags is an issue in Jakarta, however there is not a great incentive to reduce people’s plastic bag usage. Laut’s gamified approach can play a crutial role to motivate our audience to adopt sustainable habits
Feasible to implement
Our solution is feasible due to our partnerships/ sponsors +
Partnership:
Have already begun networking with:
Game developers
Supermarkets
Start ups
The Australian government provides Annual grants through the Australian Cooperation Program (ANCP)
2. Established metrics for success to evaluate our impact
Giving out one reusable bag would be a 1:1 conversion to a plastic bag (one less plastic bag used). Every time our players log they are using a cloth bag it also saves a plastic bag.
We will compare our data with calculations of the average life of a cloth bag vs a plastic bag
Qualitative behavioural surveys
Quiz results: If avg score increases, it is indicative of greater awareness of the issues
Economically Viable:
MAIN COSTS
App Development (upfront)
IT Maintenance - website + App (regular)
Supermarkets in exchange for cloth bags (regular)
REVENUE
Funding (Government + startups)
In App purchases (if users increase this is likely to increase)
Ads (regular)
WHY VIABLE?
Relatively low regular costs
Annual grants from Government funding can receive $150,000-$300,000 AUD annually
We only need US$50000 to initiate our operations
2 years to break even as per calculations
ENGAGEMENT WITH THE PROBLEM & SDGS
Engaging with the behavioural problem of using single use plastic bags:
Emotionally: The game should make our audience adverse to the idea of single use plastic bags
Tangibly: The game should promote sustainable practises through the gamification strategy
o Game achievements = real life rewards AND;
o Real life achievements = Game rewards
