VERT – Miriam Brüne

VERT – Brand Strategy for a green Start Up

A rising number of species is leaving their ancestral habitats to live in cities. The VERT project strengthens the diversity of species in urban areas, using Stuttgart as an example, through an extensive analogue and digital campaign. It raises awareness of the issue of species extinction and tries to get people actively involved in shaping their city.

Bachelor 2018

Creating
urban habitats
for biodiversity

Species of animals, plants and mushrooms in Germany

Source: German Species Protection Report 2015

Challenge

In 2015, the German Federal Ministry for Nature Conservation (BfN) published its first comprehensive Species Protection Report, which provided an overview of the state of biodiversity in Germany. The situation is alarming because already one third of the species occurring in Germany are on the Red List and thus classified as endangered. The condition of these fragile structures clearly reflects our environment. At the same time, however, it also reflects the fact that the goal of preserving biological diversity has not yet been achieved. The indigenous flora and fauna is in constant decline. The reason for this is to a large extent the extensive agriculture with monocultures destroying the food and livelihoods of many organisms.

Define

How might we raise awareness of species extinction and create habitats in urban spaces through public participation?

To familiarize ourselves with the topic and its relevance, we conducted a large number of interviews with different people – from biologists to urban planners. They provided us with valuable insights and advice on current knowledge about urban biodiversity. The main goal was to find out about strategies how to make biodiversity accessible in the most a simplest and easiest way for a various groups of people. Further, we wanted to create something truly helpful, which has a significant impact when implemented correctly.

Ideate

Two groups of species are to be strengthened in our concept. These are firstly insects and then plant organisms. Smaller mammals and birds are automatically strengthened by the conservation and support of the first two groups.

We structure our project in three levels: On the first level, the main goal is to generate attention for the project. In the second step, information and education about possibilities for action should be provided. Finally, the project should encourage participation through its diverse range of activities. On each level different channels will be used to communicate with the users.

Test

Through a workshop with 10 participants, we were able to test and further develop initial ideas. For example, we could determine which mediums and channels fit best for the communication with our target group. In addition, we determined five user profiles that meet different needs and requirements. The primary target group for the project was selected to be urban citizens between 18 and 35 years of age, as the main objective is to address a dynamic and young group of people. But of course everyone can participate in this project, from children to pensioners.

Implement

In phase one, we want to generate attention. For this purpose, green “biotope bus stops” have been considered, which should support a networking between urban micro habitats. In addition, social media will be used to spread the project. In phase 2, a magazine is to encourage more mindfulness through e.g. interviews & regional reports. In order to support the playful and active character of the project, phase 3 is about participation. Therefore a web platform was developed, where green projects, excursions, etc. in the region can be found and supported. For all those who are not flexible or restricted, we have also developed green toolboxes that are suitable for the balcony at home. A total of 6 boxes have been planned, which support different species. Regional, seed-solid seeds are used.