To activate residents to build a Swift 'bird city' on Tel Aviv's rooftops, we ran 3 activities encouraging people to donate their roofs.PHYSICAL: 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: An interactive platform around nest life with 24/7 in-nest video streams to a micro site, and an SMS service with nest updates and real-time viewing.

PR: The “National Geographic” TV channel partnered with us and broadcast the project on a daily basis.

With 100 roofs donated (more than 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 succeeded 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 and will be implemented in other cities in Europe.