Adopt a Plant: A Campaign for the High Line
Peki Zhang
What are you doing to help the public greening of New York City? The High Line, a non-profit public park, has been relying on donations to operate since its establishment in 2009. This thesis explores how to increase the public’s enthusiasm to donate to public facilities and realize that preserving nature is essential for the community, especially for a city like New York with a massive flow of residents who enjoy the public space.
With Adopt a Plant, a new campaign for High Line, donors can adopt a digital AR plant of their own, which gives them a new type of interaction and participation with the park. Citizens can now support public facilities while also receiving interesting feedback from the park to know that they are contributing to the High Line’s growth. The campaign includes a series of visually appealing plant-themed designs that communicate the need for donations using innovative design and technology. Donors can “bring the bloom home” with 3D visual designs, including motion graphics posters to inform visitors and catch their attention; adoption certificate cards to view the AR plant on mobile; screen-based map showing the plant's location and donor’s information; merchandise as gift with High Line’s visual identity; and social media promotion. The Adopt a Plant campaign helps to encourage public responsibility for public facilities. By adopting a digital plant, donors can make a meaningful contribution to the High Line’s sustainability while also enjoying an interactive experience with the park.