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Case Study: NASA and the Global Selfie

This is a self-learningactivity

About NASA:

The National Aeronautics and Space Administration, commonly known as NASA, "was started in 1958 as a part of the United States government. NASA is in charge of U.S. science and technology that has to do with airplanes or space." In NASA's early years, its focus was on sending people into space. For example, it was because of NASA and the research and training it conducted that the first man landed on the moon in 1969. Today, NASA is involved in various kinds of research and endeavors, including:

Improving air travel

Learning more about the solar system and beyond via space probes

Discovering more about Earth through the use of satellites

About the Campaign:

NASA's focus on learning more about Earth is at the heart of why it began its "Earth Right Now" campaign and the #GlobalSelfie aspect of that campaign in 2014. In that year, NASA launched five missions to find out more about Earth.18 Thus, it wanted to draw the public's attention to its own blue planet, rather than more distant ones. NASA was also the first to bring people images of Earth from space, and today's satellites produce new images of the planet every second.

The #GlobalSelfie promotion inverted that premise. "On Earth Day 2014, NASA asked people all around the world a simple question - "Where are you on Earth Right Now?" [NASA] asked people to answer the question on social media, with a selfie. The goal was to use each picture as a pixel in the creation of a 'Global Selfie' - a mosaic image that would look like Earth."

People could post their pictures (with the GlobalSelfie hashtag) on five social media channels: Facebook, Twitter, Instagram, Flickr, and Google+. They could post them on their own profile pages or go to the #GlobalSelfie event page on Facebook, the #GlobalSelfie group on Flickr, or join the #GlobalSelfie Google+ event page." This visual content marketing initiative garnered a huge response: more than 50,000 submissions were received from 113 countries and regions; every continent was represented. To see some of the submissions, visit "The Making of NASA's Global Selfie: 100+ Countries, Thousands of Photos": https://www.nasa.gov/content/goddard/2014-globalselfie-wrap-up/ NASA released the mosaic which was ultimately made up of 36,422 individual images (not all submissions were usable or accessible) exactly one month after Earth Day 2014.

*Activity Find a Canadian company that has supported environmentally-sound initiatives in the past. What kind of visual content marketing initiative could this company launch, multi-platform, on Earth Day this year? Describe the promotion in detail, including its goals, target audience, and how you would determine whether the promotion was successful or not.