We started by facilitating a series of workshops to understand the challenges and goals of the campaign.
We began with lightning talks from local experts in the field – marine biologists, conservationists and researchers. Insights were captured as ‘how might we’ questions to help frame the challenges into opportunities.
We looked at inspiring ideas from previous campaigns or products and mapped these against an effort/impact matrix to help us understand where the value lies.
One of the challenges was the environmental considerations and any cultural nuances we should be aware of. Working closely with the research team in the Maldives we created empathy maps to deeper understand the user needs and profiled some mindsets based on our learnings.
We also absorbed facts about the endangered fish and made sure we were absolutely clear on size, age and species that were safe to catch.