PROBLEMSwifts are a truly amazing species of birds. Each spring they migrate from Africa to Tel Aviv, to nest in the cracks of buildings.

Due to modern urban construction, they have fewer places to nest. Today they are facing extinction.CHALLENGEOur client asked us to raise awareness of the Swifts' problem. Early on we understood that 'awareness' alone would not be enough. The critical situation demanded a real, tangible solution.STRATEGYWe created and designed a modern nesting solution for the Swifts to use. By enabling the general public a way of interacting with the nest and the bird's life inside, we encouraged people to donate there roofs so we could set up more residential 'nesting' towers. Our idea was to set up a “bird city” right on Tel Aviv rooftops.SOLUTIONWe produced the first installation of "Bird City" an impressive nesting tower to function as a live billboard, attract attention and PR.

Around it we constructed interaction on 3 parallel fronts - physical, digital and PR - in order to create engagement, and a strong motivation to act (donate roofs).RESULTSWith 100 roofs "donated"(more than needed), the project has provided a home for over 1000 swift birds.

We created an integrated activity on 3 fronts - Physical, Digital and PR - and provided the public with compelling ways to interact with the nesting experience, In each activity we called on people to set up similar nesting towers in their own roofs.PHYSICAL (March 10): We produced the first installation of "Bird City" an impressive 12 story "nest tower" in a central city location. On the boulevard below we set up an observation point and information board.DIGITAL (March 10): We wired a nest with video camera broadcasting live images 24/7 to a special microsite, and an SMS service sent people who registered, personal updates about exciting events in the nest, with a link for real-time live viewing.

PR (March 20): “National Geographic” TV channel partnered with us and broadcast the project on a daily basis, as well as a special live nationwide broadcast on National TV, reporting the birth of the new baby Swift.

With 100 roofs "donated" (more than was needed), the project has provided a home for over 1000 swift birds - effectively saving the species and ensuring the birds will have a place to nest and reproduce for many years to come.Earned media: With over 150 minutes of television coverage on the National Geographic channel only, as well as 2 national live broadcasts from the nest on channel ten and other free coverage, we reached an audience beyond our target of nature lovers- and succeed in engaging the general public. 53% among all Israeli surfers were exposed to our story.The Bird City project was presented in the Swift World Summit in Berlin and will be implemented in other swift cities in Europe.