ARK 2.0

If we don't act up by 2050, 35% of living species may be extinct. In Poland, environmental awareness is growing, however still only 1/3 of the society is involved in activities for environmental protection. That is why Noizz.pl (positioned as the greenest news portal in Poland) and BNP Paribas (the bank that doesn't finance coal investments) have joined forces to draw attention to this dramatic situation. We knew we need to go big to catch the attention of Gen Z and Millennials. As they are the most open-minded groups who can become ambassadors of change. 

So in cooperation with data specialists and scientists from Planetarium of the Copernicus Science Center, we obtained the genetic code of 24 most endangered species of animals digitized it and sent it as a radio signal into space. 

  • ark 2.0 vmly&r Poland
Context & Challenge

Taking care of the natural environment is one of the four key pillars of responsibility for BNP Paribas Bank.

The environmental issues that are also very important for the younger audience - Gen Z and Millennials - the group that is crucial to BNP Paribas.

To catch the attention of this particular group, the idea needed to be bold, but also coming from the place of truth, as the whole demographic is sensitive to greenwashing. 

BNP Paribas got the credentials, all we needed was for the young people to find out it and think about BNP Paribas as their bank of choice. 

Background

We live in a strange era where the most influential people in the world are denying the facts – global warming and human contribution to the devastation of the climate. We decided to drive the communication to the most open-minded group that have the willpower to become the ambassadors of change - Gen Z and Millennials. To catch their attention, we need a strong idea and a bit of ludicrous execution.

That is why together with the Planetarium of the Copernicus Science Center, data analysts and enthusiasts of satellite radio communication, we launched the Ark 2.0 project.
With their help, we've sent DNA of 24 most endangered species straight into space, where some more advanced civilizations can take care of it.

From the very beginning, we knew we were destined to fail. The likelihood of success for the Ark 2.0 mission was close zero. We also knew that 'idea from outer space' of using radio waves to send DNA towards exoplanets will get the attention of people and the media. After all there is only one species that can help: humans. And we initiated such a discussion among the audience.

Idea

To save animals we send DNA of 24 most endangered species info space. 
In order to do so, we needed to go above and beyond our usual way of work. Both of our clients - Noizz.pl and BNP Paribas had never been involved in such elaborate concept that required a ton of research and brilliant minds from many different fields of expertise – from data analysts and enthusiasts of satellite radio communication to the scientists from Planetarium of the Copernicus Science Center.


We needed to make sure that the signal will travel to a place where it could be obtained by other civilizations. That is why we invited scientists from Planetarium of the Copernicus Science Center. With their help, we chose exoplanets (Earth-like planets) as the direction of our signal. They supported us in determining the specific radio wavelengths - around 21 centimeters - the most unique wavelength in the universe. The Noizz.pl editorial staff streamed the whole process through their social media channels, they also developed a series of interviews with ecology and science experts and articles on environmental changes. Our experts were invited as guests to the national TV and radio stations to talk about this issue. We proposed multiple solutions that can be easily implemented here and now. Each touchpoint was connected to the www.arka20.pl, where in a simple way we explained how humans can protect the Earth. The more actions, the greater the chance of saving endangered species and stopping further climate changes.

Result

We've reached 1 200 000 people, approx. 10 000 signed the declaration, committing to change their daily habits.