Color in ActionProject: Drowntown 2020PMS 287

Team Members | Chelsea Arrington Courtney Stowell Albert Joson

Instructor | Tom Shui

Color in Action | Academy of Art University

TABLE OF CONTENTSTHE PROBLEM

WELCOME TO DROWNTOWN 2020

COLOR STORY

6x6 CITIES

DELIVERABLES

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TAPPING THE CITYPRINT CAMPAIGNINTERACTIVE BUS SHELTERWEBSITEPHONE APPLICATIONMOVIE TEASER

DROWNTOWN CITIESC0

2 CITIES

TABLE OF CONTENTS

THE PROBLEMTHE PROBLEM

How can color create awareness for rising sea levels and instigate change through urban cities?

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WELCOME TO DROWNTOWN 2020WELCOME TO DROWNTOWN 2020

“Sea level rise is like an invisible tsunami, building force while we do almost nothing. We have a closing window of time to prevent the worst by preparing for higher seas.” New York Times, March 2012

DROWNTOWN 2020

Our color story begins with the true color of our oceans. However, the objective behind Drowntown is to evoke emotions and create tension with our campaign to really target people in our communities to stop and take a look at what is happening right in front of us. We’ve used PMS 287 to evoke the feeling of the calm before the storm, because that is ultimately what is happening, we’re on the brink of drowning our cities with the toxins

PANTONE 287 U

PANTONE 1525 U

emitting from factories and warehouses. So we are taking a new approach to an environmental campaign with the use of color and emotion to drive home our goals. Our accent color, PMS 1525 is to show the alarming state that this issue is in and how if we don’t do anything before 2020, we aren’t going to have nearly as much land and space as we do now.

COLOR STORYCOLOR STORY

Over 600 million people live in coastal areas that are less than 10 meters above sea level and two thirds of the world’s cities that have populations over five million are located in at-risk areas.

6X6 CITIES6X6 CITIES

ISLAND CITIZENS OF TUVALU FACE EXILE

IMAGINE LOSING YOUR WHOLE COUNTRY TO THE RISING SEA LEVELS.

SEA LEVEL

THREATENED LAND

LAND

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TOKYO_JAPAN

2 to 5 metres in depth at the maxi-mum. These areas are overpopulat-ed (448,325 in Koto Ward, 949,730 in Chiba city, 594,298 in Funabashi city and 3,654,429 in Yokohama city), it might be easily expected that the number of casualties would not be small when typhoons hit the city.

AMSTERDAM_NETHERLANDS

About 60% of the Netherlands’ population and about 27% of the country area are located below sea level.

Amsterdam sits 13 feet under sea level.

MUMBAI_INDIA

Expected to rise at the rate of 2.4 mm a year; in 2050, the total increase will be 38 cm.

Nearly 25% of India’s population living along the coast.

500,000 will be directly effected.

We chose these first six cities because what they all have in common is that they are some of the largest in the world, but they are all on the ocean. So it is most important to target these cities first in a big way to show the state that they will be in within the next 100 years. We have installed blue tape around the cities to show the project-ed water line and how that could effect the everyday lives of so many people.

DROWNTOWN CITIESDROWNTOWN CITIES

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SHANGHAI_CHINA

10 meters above sea level, over 20 million people could be affected by rising delta and sea levels.

2050, the sea level at the Yangtze River Delta, where Shanghai is located, will have risen 20 to 60 centimeters.

1 meter of water rise would cost $944 billion, half of it in Asia.

LONDON_UNITED KINGDOM

1.25 million people live or work in the at-risk area along the Thames.

These include 85,000 properties, 400 schools, 16 hospitals, 8 power stations, 30 mainline railway stations and 38 Underground and light rail stations.

London could be faced with 4 meters of water.

NEW YORK CITY_USA

300,000 people living less than 1 meter above sea level.

10 million gallons of water is pumped out of the subway daily. Now imagine the tide rising.

In 200 years, NYC could look like Venice with tides rising above 6 to 8 feet without storm swells.

The C02 cities that we chose are the

secondary targets for this campaign since these cities are some of the largest offenders as far as emitting C0

2 into

the earth’s atmosphere. These cities will also be targeted by the campaign to get people’s attention about how they live their daily lives and how much C0

2

emissions they are contributing to the problem.

TORONTO_CANADA

The residential sector accounts for 25% of Toronto’s greenhouse gas emissions.

Transportation accounts for 35%.

LOS ANGELES_UNITED STATES

70 percent of the remaining pollution comes from cars, trucks.

Residents of Los Angeles County spend an estimated 4 days of each year stuck in traffic.

1.8 cars per household, the world’s most car-populated urban sprawl in the world.

HONG KONG_CHINA

Average Hong Kong resident consumes double our planet’s capacity.

China emits more C02 than the US and Canada put together —up by 171% since the year 2000.

C02 CITIESC0

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PRAGUE_CZECH REPUBLIC

Ozone-depleting substances doubled in 2009.

Prunerov power station in CR, emits 70 tons of carbon dioxide every minute into the atmosphere.

Totalling 9 million tons per year.

BANGKOK_THAILAND

Bangkok generates as much carbon dioxide as New York, and even more than London.

The rapid increase in the number of passenger vehicles has made the transport sector the largest contributor at almost 38% of C02 annually.

RIO DE JANIERO_BRAZIL

Brazil has cut emissions 68 percent below a 1996- 2005 baseline, the largest reduction of any single country.

Deforestation, which causes the most C02, slowed down with the economy but with it is slowly rising again.

CO2

GLOBAL CONTINENTS & THEIR C02 LEVELS

DROWNTOWN 2020 WILL BE A GLOBAL DISASTER CREATED BY US.

Taping the cities is our way of getting peoples attention as to how this problem is going to effect them in the future. By using the blue tape with our logo on it, people can start to realize how fast the water is rising and how this will effect them in the future. Our goal is to expand this campaign eventually to show the entire world that unless we all start to work together to lower our C0

2 emissions, we are all going

to be under water. On the blue tape is the Drowntown logo as well as a QR code. Once an individual scans the QR code with a mobile phone reader, the Drowntown application will pop up, explaining what the tape is there for and how that individual is contributing to the problem. Our goal is to interact with the public to get their interest and participation in helping to stop this problem before it gets too serious.

TAPING THE CITIESTAPING THE CITIES

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REPRESENTING WATER LEVELS IN 2020

HOW MUCH WILL YOUR LIFE BE AFFECTED BY RISING SEA LEVELS?

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ATMOSPHERE PRINT CAMPAIGNS

WE WILL DROWN THE CITY IN BLUE BEFORE THE WATER DOES

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Another aspect of our campaign is these interactive bus shelters that can be found around any of the participating cities. While waiting for the bus, individuals can interact with the bus shelter to learn about their carbon footprint and the way that they may be contributing to either the problem or the solution.

(PUSH MODE OF TRANSPORTATION)SCAN WITH SMART PHONE

SEE THE WATER RISE

PRIVATE TRANSPORTATION ACCOUNTS FOR 55% OF CO

2 EMISSIONS FROM EACH HOUSEHOLD.

TAKING PUBLIC TRANSPORTATION OR RIDING A BIKE CAN REDUCE YOUR OUTPUT UP TO 30%.

BACK TO MENU NEXT QUESTION

INTERACTIVE BUS SHELTERINTERACTIVE BUS SHELTER

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Our website is another tool for people to interact with in order to become part of the solution of Drowntown. Not only does the website explain the entire campaign, it also monitors your C0

2 emissions and helps to

create easier solutions to C02

producing activities. Our website also has a short video that also communicates the goal of this campaign. Our IPhone application is another tool we are using to get the word out about our campaign. When anyone

sees a QR code next to the Drowntown logo, they can scan it and instantly be connected to the community that is trying to fight this problem of rising sea levels. Not only will the application update you on your carbon footprint, it will also allow you to see what your city will look like underwater. This is a way that Drowntown is getting the attention of the public and creating awareness about this problem.

WEBSITE AND iPHONE APPLICATIONWEBSITE AND iPHONE APPLICATION

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Drowntown

The Drowntown 2020 campaign was influenced by the noir styled films. To bring Drowntown 2020 to another level to reach more people, we created a teaser movie trailer. It creates fear by the music and visuals; leave you curious for more. Will Drowntown 2020 be coming to a city near you? The movie trailer will be available on the website and the interactive bus shelter.

Since 2000, the water has risen 4mm per year.

MOVIE TRAILERMOVIE TRAILER

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2/3s of the world population live on the coastTotaling 600 million people

Since 2000, the water has risen 4mm per year. Will your city survive?

Since 2000, the water has risen 4mm per year. Will your city survive?

TO PREVENT DROWNTOWN 2020 GO TO WWW.DROWNTOWN2020.ORG

www.drowntown2020.org