Leveraging the advantages of augmented reality for reaching audiences, a new Clean Seas augmented reality experience created by Singapore creative technology studio MeshMinds, in cooperation with the UN Environment Programme (UNEP), now allows audiences to immerse themselves in the challenge of tackling the marine litter problem.
Working with the UN Environment Programme (UNEP) and Singaporean artist, André Wee, MeshMinds created a virtual ocean teaming with sea creatures made from plastic waste.
Through a simple interaction, people are able to “clean” the sea and make a social pledge that they can easily share online.
We can track engagement and impact. We find that the dwell time on such augmented reality experiences is significantly longer compared to viewing static content. The level of interactivity helps people engage more with the problem of ocean pollution,
…Kay Vasey, Chief Connecting Officer of MeshMinds, said.
The augmented reality experience was created for Singapore ArtScience Museum’s Climate S.O.S. – Season of Sustainability.
This month-long showcase was designed to create connections between the habits of consumers in Asia and the impact of climate change in the Arctic and the oceans.
Over the past five years, we have staged several exhibitions, programmes and educational activities that send a clear message about the urgency of taking action to address environmental threats such as climate change and biodiversity loss. Having worked on several projects that investigate the critical issues faced by rainforests in South East Asia, Climate S.O.S switches focus to the sea and the polar regions, with a series of projects that encourage our visitors to take action to protect these ecosystems,
…said Honor Harger, the Museum’s Executive Director.
The use of art in the augmented reality experience builds on work done by artists worldwide to create awareness of environmental issues.
For World Environment Day in 2018, a dozen large art pieces focused on plastic pollution were installed across Asia and the Pacific, including in Singapore.
Many of our waste products end up in the sea and then can move through the ocean, endangering marine life through entanglement, ingestion and intoxication.
Art can create far greater awareness and engagement on climate communications due to the visual and visceral nature of the medium, says Adam Hodge, UNEP’s Regional Information Officer for Asia and the Pacific.
Artists can have an important impact on issues like climate change and marine litter. By combining their medium with augmented reality, we can deliver some incredibly powerful messages.
