Artists and designers are creating powerful BP parodies; bloggers and the vociferous social web is firing vitriol. Some argue the BP name won’t survive this catastrophe and that a possible name change or acquisition is expected down the line. BP gave us extra attack ammo with Ogilvy’s 200 million dollar Beyond Petroleum rebranding campaign from 2000. The once energizing green and yellow BP sunburst pallet has turned to dripping, oiled black and brown. And along with the 885 dead birds, 363 sea turtles and 44 dead mammals (and counting), Sponge Bob Square Pants has seen his last vibrant days at sea. Many New Yorkers are ready to take BP’s brand back from them, screaming “WE are Beyond Petroleum.”
Last week a group of 200 oil-sick New Yorkers came together for an informal strategy meeting, Responses to the Gulf Oil Spill: A Public Forum and Planning Meeting. The forum was organized by Greater NYC for Change, The New School, Sierra Club, and Democracy for NYC. Within two hours, we would conceive hundreds of ideas on how to take action to assist Gulf Coast communities in extreme distress and rally around direct government action and public education programs for a green energy economy.
We split up into distinct teams: creative and media gurus, lobbying aficionados, direct actors to support local Gulf volunteer efforts, and public educators to spread the facts about our environmental reality. From the hundreds of good ideas, I’ve cobbled together a few main concepts to present. These ideas have great potential to spur a wave of direct action from the grassroots level on up.
Oiled Central Park
Cover a sprawling portion of central park with a black tarp-like material. The tarp would say, “This tarp is one millionth of the total size of the Gulf oil spill.” The tarp could be a month-long installation, reminiscent of Christo and Jean-Claude’s beautifully, controversial public art. The tarp would also act as a community meeting space to hold energy education workshops, eco-theater productions, and organized protests for a green energy economy. At night the tarp could be turned over to reveal a white back and images of the Gulf Coast could be projected as not to forget its amazing beauty.
The GulfTruth Channel
As traditional journalists and photographers continue to struggle to gain access to the oil spill, we’re calling for the creation of a GulfTruth viral video channel. The website would act as the real BP camera, funneling videos and content from non-traditional bloggers, photographers, and citizens of the Gulf Coast — uncensored and uninterrupted. The website would integrate web applications that help people understand the magnitude of the spill such as the if it was my home app. A new application that equates the Gulf Coast water pollution to what it might feel and look like if it were air pollution might send an effective message to us land dwellers.
Oil Addiction 12 Step Program
Design of a 12 Step Oil Addition program that includes guidance of daily changes we need to make and how to take local action. The program would include a citywide campaign where thousands of New Yorkers would call into work “sick from oil”.
Responsible Farm Fishing Programs
There were also ideas to adopt a local Gulf coast community, such as jumpstarting a program to support responsible farming fisheries to help Gulf fisherman get back on their feet. This type of program would allow these communities to somewhat continue their way of life that has been passed down through generations. Although farm fishing operations are debatable, at this point all possible avenues should be considered that would allow communities to preserve their threatened heritage and livelihood.
The were also cheeky comments of turning P. Diddy’s famous White Party into the Black Oil Party, instead of Lollapalooza a Spillapalooza, and recruiting The Boss himself, Bruce Springsteen for an energy efficiency public service announcement. It was an amazing experience to collaborate with so many passionate and talented people and to propose of all kinds of solutions to a disturbingly complex problem. I can only hope that there are numerous groups around the country doing the same.
The graphic above illustrates that BP failed miserably to invest in safety.
Outlandish investment in branding can’t tame a PR disaster like this. There are lots of ways to get involved. Take part in hands across the sand and check out CodePink to participate in the July 19 day of action against BP. Stand up and take responsibility by participating in the de-oiling of our society—as really, aren’t we all to blame?
:: Lorri Meyers
Greater NYC for Change
The Tishman Environment and Design Center, The New School
Sierra Club New York
NYC Democracy for New York City
Tags: brand strategy, sustainability