Migrant Offshore Aid Station (Moas): Isea App

Credits & Description:

Agency: Grey Group
Brand: Migrant Offshore Aid Station (Moas)
Country: Singapore
Advertising Agency: Grey Group, Singapore
Entrant Company: Grey Group, Singapore
Media Agency: Grey Group, Singapore
Pr Agency: Grey Group, Singapore
Production Company: Grey Group, Singapore
Creative Director: Nrusingha Choudhury (Grey Group Singapore)
Colourist: Egan Subramaniam (Greyworks)
Interactive Designer: Peng Lin Ang (Grey Group Singapore)
Producer: Joanne Wong (Greyworks)
Editor: Leon Lee (Greyworks)
Executive Assistant To Ceo: Lucia Moretti (Grey Group Singapore)
Production Manager: Sean Ching (Grey Group Singapore)
Chief Creative Officer: Ali Shabaz (Grey Group Singapore)
Editor: Bobby Aguila (Greyworks)
Editor: Aaron Tan (Greyworks)
Regional Director, Pr And Corporate Communications: Huma Qureshi (Grey Group Singapore)
Senior Account Manager: Madina Kalyayeva (Grey Group Singapore)
Regional Corporate Communications Executive: Pang Yanrong (Grey Group Singapore)
Editor: Sebastian Ting (Greyworks)
Personal Assistant To Cco: Kersmawati Hak (Grey Group Singapore)
Producer: Lavita Kala (Greyworks)
Executive Creative Director: Low Jun Jek (Grey Group Singapore)
Web Developer: Randell Quitain (Grey Group Singapore)
Developer: Balasubramaniyan Suruliraj (Grey Group Singapore)
Head Of Art: Shante Lee (Grey Group Singapore)
Senior Account Manager: Stephen Moran (Grey Group Singapore)
Art Director: Cinzia Crociani (Grey Group Singapore)
Associate Creative Director: James Dickinson (Grey Group Singapore)
Editor: Lohgaraj Ramasamy (Greyworks)
Sound Designer/Composer: Marco Iodice (Greyworks)
Art Director: Sandeep Bhardwaj (Grey Group Singapore)
Editor: Zhi Liang Soh (Greyworks)
Producer: Harie Herman (Greyworks)
Strategy:
All top EU Leaders are discussing possible solutions to tackle this issue, but the number of migrants taking the sea route to Europe just keeps increasing. And so does the death toll. The good news is the whole world wants to do something about it. The migrants get help when they’re on land but there’s hardly anyone to help them when they take the dangerous journey across the Mediterranean Sea. So we decided to give billions of people with smart devices the power to help them while they’re in the middle of the vast sea. To achieve this, we worked with Migrant Offshore Aid Station (MOAS) ships, which carry out search and rescue operation in the Mediterranean, and e-Geos that provide satellite images for people to monitor through their phones – na device that’s always close to them.
Synopsis:
3,770 migrants died while trying to cross the Mediterranean to reach Europe in 2015. And by the end of 2016, it’s going to get worse with the number of Mediterranean migrants expected to rise by 400%. Migrant Offshore Aid Station (MOAS), with its ship patrolling the Mediterranean, is doing its best to help the migrants. But they need more means to monitor the big wide sea, so that help can reach on time. So the brief was to think of a technological solution that can aid them in widening their search when it comes to spotting the migrants. Besides this, the objective was also to create more awareness for the problem and empower the world to do something about it through MOAS.
Campaign Description:
The scale of the problem is really huge and it’s getting worse with every passing day. So we thought of a solution that taps into the collective goodness of billions of people with smart phones and tablets. We created I SEA.This is a mobile app that, in collaboration with e-Geos Satellite Imaging Company and Migrant Offshore Aid Station, crowdsources the search of the Mediterranean Sea for migrants and refugees who are crossing it in unseaworthy boats. The app divides the satellite image of the Mediterranean into millions of small plots. On downloading the app, each user is assigned a unique plot of the sea to monitor. So whenever they spot a possible migrant ship, they can tag it through the app and report it.This information, along with the coordinates, is passed onto Migrant Offshore Aid Station ships that are carrying out search and rescue operations in the Mediterranean.
Outcome:
The idea empowered the world to get help to the migrants at a place where they needed the most – in the middle of the sea. It also created awareness for MOAS and its efforts to rescue the Mediterranean migrants. The idea was pick up by media. Leading tech magazines, like Tech crunch, covered the app and talked about its potential to save lives in sea. Also, 3 Satellite Imaging companies expressed their interest to be part of I SEA app and its crowdsourcing effort.
Execution:
We created I SEA. This is a mobile app that, in collaboration with e-Geos Satellite Imaging Company and Migrant Offshore Aid Station, crowdsources the search of the Mediterranean Sea for migrants and refugees who are crossing it in unseaworthy boats. The app divides the satellite image of the Mediterranean into millions of small plots. On downloading the app, each user is assigned a unique plot of the sea to monitor. So whenever they spot a possible migrant ship, they can tag it through the app and report it.This information, along with the coordinates, is passed onto Migrant Offshore Aid Station ships that are carrying out search and rescue operations in the Mediterranean.