Five guys who believe that many small actions can add together for a movement that matters have created a map to track the haze in Singapore.
Five ad agency execs have created a visualization map to track the haze in real time that is crowdsourced from mobile snapshots by Internet users from all parts of Singapore.
Singapore's PSI (pollutant standards index) shot to hazardous levels last week as the island-state was engulfed in haze caused by raging forest fires from Indonesia.
The wind has since blown the haze to Malaysia, which has declared a state of emergency in some parts of the country and forced schools to shut on Monday.
The agency execs noticed that people were uploading their own photos of the haze online and statistics from We Are Social's infographic revealed 11,829 photos were posted on Instagram alone.
They wanted to leverage on crowdsourced images to collectively map the effects of the haze in Singapore and allow the public to update one another on the haze situation in their part of the island.
While most people would visit the National Environment Agency to check the PSI readings, some feel that the three-hour readings are not accurate in depicting the conditions in real time and would rather believe the images that they could see.
"The project was also to demonstrate the way we believe digital technology should be deployed - in a quick and agile way in response to something happening and leveraging on existing consumer behaviors and trends," says Vincent Teo, one of the agency execs from BBDO/ Proximity Singapore.
The focus is developing something quickly and deploying it, worrying less about perfection than speed to market, he adds.
Teo notes that this is not an official agency project.
From the #hazemap:
Hazemap pulls all images on Instagram tagged with #sghaze and #hazemap, which are visualized on Google maps based on the location tags in the respective images.
Singapore haze at its worst
The team recently added the PSI readings onto the map and will slowly add new functions and content as the need arises.
Meanwhile, the National Environment Agency has created a microsite on Sunday to provide PSI forecasts.
Here's how to participate in the #hazemap:
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT