We constructed a Physical, Digital and PR Swift experience, getting 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 to get people interested in setting up similar nesting towers on their own roofs.Digital: We created an interactive platform around Swifts in their nest. In-nest video cameras broadcast live images 24/7 to a special microsite and personal SMS kept registered visitors updated about exciting events in the nest, with real-time viewing. The Live video brought the public into the Swifts’ living space, creating intimacy that got the public to take an active part.PR: The 'National Geographic' TV channel partnered with us, broadcasting the project on a daily basis, as well as other media coverage. A live nationwide broadcast reported the birth of a new baby Swift.

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 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 and will be implemented in other cities in Europe.