SOCIETY

BUSINESS: 532 PRACTICES


TOPIC:

Initiative

"Earthquake in the Museum" Digital Exhibition

"Earthquake in the Museum" Digital Exhibition
SUBMITTED FROM:

AXA

Who are AXA’s global healthcare specialists?

We’re AXA – Global Healthcare, and we’re experts when it comes to healthcare around the world. We use AXA’s resources around the world to help our members access quality medical care whenever they need it. We do that by matching them up with international health insurance that suits them, and by keeping them supported before, during and after treatment.

We help our members to live life to the fullest, knowing we’ll be here to help if they need us.



Objective Action

The mission of this initiative is to protect young and old against the earthquake. With the help of digital and interactive applications, as well as artificial intelligence, the Earthquake at the Museum exhibition seeks to attract the public's interest and educate them about one of the most important natural phenomena that occurs in our country, so that they are able to manage it in the safest way possible.

Earthquake protection is of the utmost importance for Greece, one of the most earthquake-prone countries in the world, where 50% of Europe's seismic activity originates.

Also, in the context of the communication of the Earthquake at the Museum exhibition, the digital campaign The earthquake comes where you least expect it was designed and promoted in early 2019, aiming to inform and attract the public.

 

Target Audience

Every educational initiative of AXA has a holistic character and is based on a 360° stakeholder mapping.

This report is mainly addressed to:

1. Children aged 8 to 16 years

    (without excluding the possibility of watching children 4-8

    years, accompanied by their parents)

2. Parents

3. Educators

Overall, however, the involved stakeholders are the following:

  • Staff – partners – suppliers – AXA Group internationally
  • Society - state
  • Institutional – academic bodies
  • Media – influencers
  • NGOs

Special emphasis, during the design of the exhibition, was given to the fact that the younger generations have no experience of an earthquake, so they must "experience" the phenomenon with appropriate applications.

 

Duration

The Earthquake at the Museum exhibition was initially planned to last 1 school year – 2018/2019. Its great success led to its extension already for the 2019/2020 school year, while there are discussions to continue the program for the rest of Greece as well.


Description

For the 1st time in Greece, a comprehensive permanent digital-interactive exhibition was created for the understanding and prevention of the earthquake.

For the thorough preparation of this exhibition, 4 organizations collaborated:

1. AXA Insurance – member of the AXA Group

2. The Goulandris Museum of Natural History

3. The academic team of Professor Georgios Gazeta from

      National Technical University of Athens

4. Ogilvy Communication Group and FOSS Production Company

     PRODUCTIONS

The tour of the exhibition is carried out by a specialized team of museologists/geologists of the Goulandris Museum of Natural History and includes the following points:

1. View a specially designed educational video

Thanks to this visitors know what an earthquake is, how, where and why it happens and understand what they can do before, during and after an earthquake occurs.

2. Models of the globe

  Spherical models of the Earth, which depict its layers, tectonic plates and seismic countries worldwide.

3. Digital history timeline

   Presentation of the history of the most important earthquakes that have occurred in Greece.

4. Real-time earthquake monitoring

      Special presentation application of the earthquakes that occur worldwide while the visitor is being guided through the exhibition.

5. Earthquake simulator

Earthquake bank of the National Technical University of Athens, through which the effects of the earthquake on a building are presented and how they are shaped according to the protection measures taken.

6. Digital interactive application – Make an earthquake

Special interactive presentation application of the geological conditions of the ground and the foundations of a building and the influence them in the event of an earthquake. The visitor selects a series of criteria and understands, through a digital game, how the soil and the structure of a building determine the effects of an earthquake.

7. Earthquake in my city

  Interactive – digital game, with the help of which visitors understand how they can protect themselves from an earthquake in their city.

8. Become a seismologist

Interactive – digital game, with the help of which visitors are educated on what to do when they are at home in the event of an earthquake.

9. Virtual Reality earthquake experience

With the help of a special chair and a virtual reality mask, visitors can experience an earthquake inside a house, seeing in a specially designed video what is happening around them and hearing the characteristic sound that the phenomenon causes.

To attract the public, a separate digital communication campaign The Earthquake comes where you least expect it! was designed and promoted, in which the sudden arrival of the earthquake at the most inopportune moments of a family is presented in a humorous way.

Campaign video:

https://www.youtube.com/watch?v=S-Yd6q8YHA4

More informational material:

VR Video 'Exhibition Earthquake at the Museum: https://youtu.be/7P-EP8EzTUg

ANT1 Earthquake at the Museum: https://youtu.be/ViYJTNczPHc

NEXT DEAL 1 Earthquake at the Museum: https://www.youtube.com/watch?v=_n8XxLs1fJ4

NEXT DEAL 2 Earthquake at the Museum: https://www.youtube.com/watch?v=q9hqiLVNxSY


more...

Impact on Society

The fair has already operated in the 2018-2019 academic year and continues until the end of 2020. Already trained:

  • 20,000 children and parents
  • 300 teachers
  • 50+ journalists/social media influencers

Also, school visits have been organized until the 1st quarter of 2020 and there is a corresponding provision for a daily school visit until the end of the 2019-2020 school year. Finally, for the first time, a large portion of citizens are being educated in such a targeted and comprehensive way about the earthquake phenomenon.

As regards the campaign The earthquake comes where you least expect it!, it had an excellent impact on the public aged 25-54 with a reach of 70% in Attica, it ensured 1,576,178 complete views and interaction with 160,844 users, leading at the same time to triple participation of common, outside scheduled school educations.

The impact of this initiative on young children and their parents is clearly reflected in their statements in the following video:

https://www.youtube.com/watch?v=_n8XxLs1fJ4



Initiative Location

Goulandris Museum of Natural History


Working with Organization

As mentioned above, the initiative included a 360° stakeholder mapping.

The design, implementation and promotion of the exhibition was based on the strategic synergy of 4 entities:

1. AXA Insurance – member of the AXA Group

2. Goulandris Museum of Natural History

3. Academic team of Professor Georgios Gazeta from the National Technical University of Athens

4. Ogilvy Communications Group and FOSS PRODUCTIONS

The selection of the specific bodies aimed at bringing together different/complementary groups and specialized knowledge subjects to create an integrated, structured and academically-educationally sound program, able, at the same time, to attract the interest of the target audience both before and during the training .

The following groups participated by organization:

AXA

  • A team specializing in natural phenomena and their management.
  • A team with expertise in Sustainable Development issues and the correlation of the project both with AXA's Corporate Responsibility strategy worldwide and with the UN Sustainable Development Goals.
  • A team specialized in corporate and branding communication, as well as strategic stakeholder engagement.

Museum

  • Group of geologists/seismologists.
  • Group of museologists.
  • Management and implementation team of educational programs.
  • Marketing & public relations team.

Polytechnic

  • A team of seismologists, specializing in the effect of the phenomenon on the home and the city, protecting citizens against the phenomenon and creating more resilient infrastructure.

Ogilvy/FOSS production

  • A team specializing in the creation of digital-interactive applications, artificial intelligence and the creation of specialized audiovisual material suitable for targeted audiences.
  • Digital marketing, creative and communication team to promote the initiative.
  • Experiential marketing team.

In addition to the above, on the day of the Press Conference representatives of the government and the opposition, as well as prominent institutional and academic bodies of national and international scope, participated in the promotion of the initiative. At the same time, a large part of the AXA staff, exclusive partners of the Company and in general partners from the network of agents and brokers and from Alpha Bank (strategic partner), as well as 32 representatives of the mass media (television coverage by ANT1, the SKAI, Alpha, ERT1 and the insurance industry press).

Also, 2 special days were organized by the Goulandris Museum and AXA Insurance to inform teachers and to inform the general public, in which - based on structured stakeholder mapping - the following participated:

Teachers' Day

  • Dr. Vasiliki Kouskounas – Tsibidarou, Associate Professor of Seismology E.K.P.A. "Earthquake education: experience - suggestions - perspectives".
  • Dr. Asimina Kourou, Head of the Education Department of the O.A.S.P. "Prepare now - Managing earthquake risk at school".
  • Deputy Fire Chief Athanasios Balafas, Fire Brigade Officer, "The mission of the Fire Brigade and search & rescue teams in the co-destructive environment of the earthquake - The role of the active citizen".
  • Dr. Gerasimos Chouliaras, Research Director of the National Observatory of Athens, "Schools study earthquakes".
  • Dr. Dimitrios Karagiannis, Child Psychiatrist, Director of the "ANTISTIXI" center and K.PPS.Y., "Psychic forces that emerge through the cracks of earthquakes".

Audience day

  • Dr. Asimina Kourou, Head of the Education Department of the O.A.S.P., "Earthquake Risk: Let's Prepare Now"
  • Ioannis Bilias, Epipyragos, "The mission of the Fire Brigade and Special Disaster Response Units in the co-destructive environment of the earthquake - The role of the active citizen"
  • Haris Kataki, PhD Psychologist, Founder & Director of Human Relations Research Laboratory, "The phenomenon of earthquakes on multiple levels: A holistic perspective".

More...…

Workers Participation

Special free guided tours were organized for all AXA employees and their children, as well as for all the Company's insurance intermediaries.


Photos Videos

Benefits for Οrganization

Risk Awareness

This specific initiative significantly strengthened risk awareness in Greece, which is quite low, as well as the level of protection of citizens and their homes against natural phenomena (below 15%).

Evaluation of Sustainable Operation Results

Based on the Dow Jones Sustainability Index evaluation conducted at the AXA Group level, AXA Greece is evaluated with 5/5 (highest score) for this specific initiative. It is also considered one of the most mature countries in the world in terms of corporate responsibility and has recognized the Earthquake at the Museum exhibition as an international best practice.

Thought Leadership

AXA Greece is considered a Thought Leader in matters of protection against Natural Disasters. The CEO of the Company leads the corresponding Committee at the level of the Association of Insurance Companies of Greece.

Publicity

Media value: €300,000

From Press Releases - Competitions - Participation of journalists

+ Campaign results The earthquake comes where you least expect it! – are mentioned in the previous section




Connection with Global Goals






Send us your feedback Print
The Sustainable Greece Ιnitiative launched by QualityNet Foundation