Idea

The largest ecological disaster in Poland in the last decade on the Oder River highlighted the severe lack of effective water quality monitoring. Millions of tons of dead fish were removed from the river. Anglers were the first to sound the alarm and later helped mitigate the disaster's effects. Leveraging the commitment of the nation's 2 million anglers, BNP Paribas launched the #FishingForData/#WPŁYWOWI initiative. The AGUARD® float, a device that measures water conductivity and connects to a user-friendly app, enables anglers to collect and share data. This citizen science project creates a social monitoring network for better water quality surveillance.

Results Presentation

The #FishingForData/ #WPLYWOWI initiative has had a significant impact on community engagement and environmental monitoring.  

It not only raised awareness but also supported product sales. The distribution of AGUARD® floats through BNP Paribas accounts incentivized new account openings, demonstrating a successful integration of environmental initiatives with business objectives. 

It’s success can be measured through various metrics, demonstrating high participation rates, substantial media coverage and public interest. 

Community Involvement and Data Collection: 

• Angler Participation: The core of the #WPŁYWOWI initiative was the engagement of anglers. The campaign aimed to distribute 2,000 AGUARD® with an open banking account, but due to high demand, the number increased to 6,000. This high demand underscores the community's willingness to participate in environmental monitoring. 

• Data Collection: Since the inception of the campaign, approximately 4, 100 water quality measurements have been recorded. The app displays only the most up-to-date measurements on water salinity levels, but scientists from the Warsaw University of Life Sciences (SGGW) have access to and analyze both current and historical data. This comprehensive data collection enables early detection of potential water contamination. 

Media Impact and Public Engagement: 

• Media Reach: Display campaign achieved an impressive 19 million views and engaged over 6 million individuals. This widespread coverage was bolstered by strategic partnerships with major media outlets like Onet and Noizz, which produced engaging content such as quizzes, articles, and videos. 

• Online Engagement: The online component of the campaign saw nearly 100,000 clicks on advertisements and a high engagement rate of 65% for content placements on Onet. The average session duration was 4 minutes and 28 seconds, significantly higher than the typical engagement time of around 1 minute and 30 seconds. This indicates deep user involvement and interest in the campaign content. 

• Social Media Buzz: Social media played a crucial role in spreading the message, with users generating over 700 mentions of the campaign. These mentions reached an estimated audience of nearly 900,000 people, further amplifying the campaign's visibility and impact. 

Educational and Promotional Efforts: 

• Events and PR Activities: The campaign included a variety of events and public relations activities to raise awareness. These included a river expedition with journalists, debates featuring experts and campaign ambassadors (Ewa Ewart, Piotr Nieznański), events organized by BNP Paribas and the Polish Angling Association (PZW) to educate the public about the importance of water quality monitoring and the role of citizen science in environmental protection. 

• In conclusion, the campaign successfully harnessed the power of community engagement and innovative technology to address a critical environmental issue. By empowering anglers and leveraging citizen science we created a sustainable monitoring system that enhances water quality surveillance and fosters a proactive approach to environmental protection. The campaign's impressive reach, high engagement rates, and successful data collection efforts highlight its effectiveness and potential for long-term impact.