10:10 Teen Project / Six Month Progress Report

10:10 Teen Project

Six Month Project Report

prepared by www.nektarinanonprofit.com

Zagreb, May 9th 2011

10:10 Teen Project Q1 Project Report _____________________________________________________________________________________

www.nektarinanonprofit.com

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Table of contents

1/ Project Background..…………………………………………………………………………………………………….. 3

2/ Project Objectives…………… …………………………………………………………………………………………… 5

3/ Key Deliverables Completed …………………………………………………………………………………….… 10

4/ Continuing the Project……………………………………………………………………………………………….. 19

5/Appendix 1 / Press Release ……………………………………………………………………………………….… 21

6/ Appendix 2 / Interim Progress Report ……………………………………………………………………….. 23

7/ Appendix 3 / Web and Print Visuals ……………………………………………………………………….….. 24

8/ Appendix 4 / Six Month Actuals (Expenses) ………………………………………………………………. 28



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PROJECT BACKGROUND

Climate change is one of the biggest issues facing the world today. 'Climate change

refers to a change of climate which is attributed directly or indirectly to human activity that

alters the composition of the global atmosphere and which is in addition to natural climate

variability observed over comparable time periods.' United Nations Framework Convention on

Climate Change

What is carbon footprint?

A carbon footprint is a measure of the impact our activities have on the environment,

and in particular climate change. It relates to the amount of greenhouse gases produced in our

day-to-day lives through burning fossil fuels for electricity, heating and transportation etc.

The carbon footprint is a measurement of all greenhouse gases (GHG) we individually produce

and has units of tonnes (or kg) of carbon dioxide equivalent.

What is 10:10?

10:10 supports and encourages a massive and diverse number of people, businesses,

institutions and organizations to gain understanding and commit to reducing their carbon

emissions. The total reductions we ask for with those who sign up to our campaign is a 10%

reduction in 12 months.

From major electronics companies, to high profile sports teams, to Prime Ministers - it

includes everyone.



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In just one year, 10:10 has become one of most successful climate campaigns. It started

in the UK in September 2009 and is now in over 45 countries. With over 112,000 participants it

has achieved its aim of showing that everyone can work together to reduce their carbon

emissions.

The 10:10 campaign provides a message of what a carbon footprint is, why we need to

care and how we can act now to make a positive contribution to the fight against climate

change.

10:10 Teen Project

Taking as a base the (a) 10:10 core aim – to reduce carbon emissions by 10% during a

period of 12 months, (b) Nektarina Non Profit’s mission to educate on issues concerning the

people and the environment, and the (c) overall (low) public awareness (particularly within the

youth demographics) regarding climate change and carbon emissions in the areas of Central,

Eastern and South East Europe, Russia, and South and Eastern Mediterranean (Egypt, Israel,

Turkey), Nektarina Non Profit developed a 10:10 Teen Project – designed specifically to target

youth in the above mentioned geographical areas and get them actively involved in the

reduction of carbon emissions.



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PROJECT OBJECTIVES

With the ultimate goal being the reduction of carbon emissions in urban communities,

the 10:10 Teen Project set out the following objectives:

- Educate (what is carbon footprint and how to reduce it)

- Connect (connect youth and facilitate (a) discussions and debates on carbon footprint

and how to reduce it, and (b) creative and visual expressions on carbon footprint

reduction

- Inspire youth to take positive action towards carbon footprint reduction

Target group and Target Area

i) Geographic Segmentation

Regions:

Central Europe

Eastern Europe

South East Europe

Russia

East and South Mediterranean

Countries:

10:10 Teen Project targets 24+1 country (Kosovo listed as “plus one”, as not all of the

target countries recognize Kosovo as an independent state). Eleven of the targeted countries are

EU members (marked “EU” in the brackets next to the country name), three are candidate

countries (Croatia, The Former Yugoslav Republic of Macedonia – FYROM, Turkey), and five are

potential candidate countries (Albania, Bosnia and Herzegovina, Kosovo under UN Security



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Council Resolution 1244, Montenegro, Serbia).

Albania Greece (EU) Montenegro

Belarus Israel Poland (EU)

Bosnia & Herzegovina Kosovo Romania (EU)

Bulgaria (EU) Latvia (EU) Russia

Cyprus (EU) Lithuania (EU) Serbia

Croatia Macedonia (FYROM) Slovakia (EU)

Egypt Malta (EU) Slovenia (EU)

Estonia (EU) Moldova Turkey

Ukraine

Source on EU members/candidates/potential candidates: http://europa.eu/about-eu/member-

countries/index_en.htm

Size of metropolitan area / Population Density:

Capital cities / towns, other major cities / towns in the country

Urban / Suburban

ii) Demographic / socio-economic segmentation

Gender Male / Female

Age 13 – 19 (teens)

Other pupils / students

middle class

Christians (Catholics, Orthodox, other Christian groups), Muslims

over 100 different ethnic groups in the targeted area



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over 50 nationalities in the targeted area

iii) Psychographic segmentation / IAO variables (personality, values, attitudes, interests,

lifestyles)

internet users / showing at least one characteristic of LOHAS (Lifestyles of Health and

Sustainability) demographics / interested in news and current events / know at least one

foreign language (English) / good or very good grades in school / active in more than one

extracurricular activities

Project TimeLine

Project Development Phase November 2010, December 2010, January 2011

Project Introduction Phase February – April 2011

Active Implementation Phase May 2011 – December 2012

Project Budget

Development Phase (3 months) € 9,500

Introduction Phase (3 months) € 20,700

Active Implementation (18 months) € 180,000

TOTAL PROJECT BUDGET (24 months) € 210,000

NB Development and Introduction Phase actual expenses available in appendix 4 of this report.

Detailed budget for Active Implementation Phase available to stakeholders and potential

backers upon request. Main budget lines for the Active Implementation Phase presented

further in the report.



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Visual Communication

LOGO (full version)

Font / color codes following the 10:10 Graphic Standards. Orange color chosen based on

the results of teen focus groups (orange described as happy, visible, inspiring; blue seen as

predominantly “boys”, pink as predominantly “girls” and “gay/LGBT, green seen as “too common

in environmental issues” thus “boring”).



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LOGO / cut version 1/

LOGO / cut version 2/



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KEY DELIVERABLES COMPLETED

Development Phase (November 2010 – January 2011)

The development of the project started about a month after Global Day of Doing –

October 10th 2010 (10:10:10). The 10:10 Teen Project was developed entirely by Nektarina Non

Profit, as an open source project (all developed concepts and materials were shared with any

interested party).

Based on 10:10’s core objective (reducing carbon emissions), the 10:10 Teen Project took into

account the following facts:

- Nektarina Non Profit as a 10:10 hub handles 24 countries

- Those countries spread on three continents (Europe, Asia, Africa)

- Certain countries fall into the category of low income countries (Kosovo, Bosnia &

Herzegovina, Albania, Belarus)

- There is a huge geographic, demographic and psychographic segmentation among the

primary target group, when observed across the target area (24 countries) – the project

had to be visually presented and conceptually developed in a manner to appeal equally

to all (Catholics, Orthodox, Muslim; those with easy internet access, and those without

easy internet access; those with some knowledge about climate change / carbon

footprint and those that know nothing about the subject; etc)



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Introduction Phase (February 2011 – April 2011)

During the Introduction Phase 10:10 Teen Project was introduced over the internet

(social networks and web media) to all 24 countries in the hub.

Field visits to present the project directly were conducted in:

Croatia (Zagreb, Pula, Zadar)

Romania (Bucharest)

Bosnia & Herzegovina (Fojnica, Sarajevo)

Kosovo (Pristina, Prizren)

Albania (Tirana)

Macedonia (FYROM) (Skopje)

Through volunteers / field partners further on-the-field presentations were conducted in:

Serbia (Subotica, Novi Sad, Belgrade)

Poland (Gdansk)

Russia (Moscow, St Petersburg, Sochi)

Estonia (Tallinn)



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In the average, every nine days one on-the-field project presentation was conducted.

The 10:10 Teen Project was presented directly to the primary target group (teens) and to the

secondary target group (teachers, parents), reaching a total of:

- 1,478 teenagers

- 162 teachers and parents

Secondary reach (word of mouth) was estimated to 4,000 teenagers.

Project presentations included:

- Educational part (learning about: what is climate change, what is carbon footprint, what

impacts carbon footprint, how can carbon footprint be reduced, how do we measure

and calculate carbon footprint etc)

- Connecting part (peer-to-peer education, debates and discussions, practical examples of

those who are already contributing in some way to carbon reduction – recycling,

composting, low carbon travel options; visual expressions – envisaging future activities

on carbon reduction via visual essays, drawings, “low carbon” arts and crafts)

- Inspiring part (commitment to future action on carbon footprint reduction, commitment

to spread the word about the project)

In some countries (Russia, FYROM, Estonia, Bosnia & Herzegovina, Kosovo, Poland) project

presentations were conducted outdoors (hence called 10:10 Outdoor Classes).



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Top to bottom: Albania, Bosnia & Herzegovina, Russia



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Top to bottom: Poland, Estonia, Romania



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Social Media

10:10 Teen Project is present on the web via

- Facebook www.facebook.com/1010teen

- Twitter www.twitter.com/1010hub

- Posterous http://teen.1010global.org/

- 10:10 Global web site www.1010global.org

Croatian Academic and Research Network (CARnet) placed the information about 10:10

Teen Project on the main web portal for schools and educational institutions in Croatia

www.skole.hr, reaching thus over 1,000 primary and secondary schools.



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Field partners placed the information about 10:10 Teen Project on their web pages / social

network pages (shown below - www.ecoist.rs from Serbia)



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Milestones Completed

- Project successfully launched and introduced via web in 24 countries of the hub

- Project successfully introduced in direct presentations in 10 countries (on 18

different locations)

- Teens educated with the basic information on carbon footprint, what causes it,

how do we measure it, and how can we reduce it

- Positive reactions from teens and their teachers / parents

- Positive feedback from teens (responses to tasks, photos, stories)

- Good interaction on social networks

- Great base established for the active implementation phase of the project

- The Introduction Phase was carried out with a joint effort from over 40

volunteers across 10 countries.

Major Issues during the Introduction Phase

- Activities in Egypt made very difficult, due to political and social turmoil



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CONTINUING THE PROJECT

Active Implementation Phase

A decision was reached to wait with the Active Implementation Phase until at least 50%

of the necessary funding for that phase has been secured.

Main budget lines for the Active Implementation Phase listed in the table below,

amounts to € 180,000 for the period of 18 months (€ 10,000 per month). Taking into account

the 24 country area, the average monthly budget per country comes to appx € 416 , while 18-

month budget per country amounts to € 7,500 eur.

Considering what has been done thus far with limited resources, and considering the

positive impact the project had during its Introduction Phase and the amount of positive

feedback we have received from teens, we are confident that, if continued, the project would

keep generating positive feedback and impact through active involvement of teen in the carbon

reduction process.

The Active Implementation Phase aims towards helping teens actively reduce their

carbon footprint and measure their progress on quarterly and semestral basis (pushing towards

a total reduction of 10% within 12 month period).



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Active Implementation Phase / Main Budget Lines (24 countries, 18 months period)

Budget Line Total Cost (18 months) Note or Comment

Project Manager & Staff (3

persons in total)

€ 43,200 Includes all taxes and contributions payable by the employer / contractor (for contracts they equal the amount paid out – for example, for a contracted person to receive 500 euro, the total cost of the contractor is 1,000 euro. The 500 euro received by the contracted person if, of course, subject to the income tax payment, payable by the contracted person)

Educational Materials,

localized and translated

€ 24,000 1,000 euro per country

Accounting, Legal, IT &

telecom

€ 9,000

Events, workshops etc


Travel / on-the-field costs


TOTAL COST € 180,000



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Appendix 1 / 10:10 Teen Project launch press release / Feb 9th 2011

INSPIRING youth to take positive action in reducing carbon footprint – 10:10 TEEN PROJECT goes live on social networks.

February 2011 / Worldwide – Using social

networks to inspire and engage youth towards

positive action in reducing carbon footprint, 10:10

Teen Project creates a new way for young people to interact, express themselves and be

creative – all with a joint goal of reducing carbon emissions. 10:10 Teen Project targets

teenagers, but is equally open to all who'd like to get involved. Participants are challenged with

simple, yet educational bi-weekly tasks related to carbon reduction.

10:10 global campaign, already well established for its fun and positive approach in

engaging people to take active part in reduction of greenhouse gas emissions, gets even more

positive with newly launched 10:10 Teen Project. The project was created and launched by a

regional 10:10 hub operating in countries of Central, Eastern and SouthEast Europe, Russia and

Mediterranean. Benefiting from the reach provided by social networks, 10:10 Teen Project also

gained participants (and endorsements) from Netherlands, Canada and the US.

10:10 Teen Project, that officially kicked off February 9th on Facebook, Twitter and



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Posterous, sets bi-weekly tasks allowing participants to choose the type of task they want to

“resolve” - a creative task asks them to visually present carbon reduction processes , a

calculation task asks them to calculate forecasted or actual CO2 reduction, and the setup tasks

asks them to make something that would facilitate reducing their carbon footprint.

New tasks will be posted every two weeks, ensuring the continuous engagement of

participants. 10:10 Teen Project Team also ensured many great prizes for all involved. “We

wanted to give teenagers more incentive to participate in the project and to work together

towards CO2 reduction”, says team leader.

10:10 Teen Project received endorsement from a Canadian artist and climate change

activist Franke James, famous for her hip visual essays on climate change, and the project team

is already working very closely with Goethe Instituts, British Councils and other similar

organizations throughout the region.

All interested can visit 10:10 Teen Posterous page http://1010teen.posterous.com or

join 10:10 Teen Project Facebook page www.facebook.com/1010teen , both have details about

rules, tasks, prizes and more; or they can follow the project on www.twitter.com/1010hub for

first hand updates.

# # #

http://1010teen.posterous.com/

http://www.facebook.com/1010teen

http://www.twitter.com/1010hub



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Appendix 2 / Interim One Page Progress Report / March 24th 2011

Using social networks to inspire and engage youth towards positive action in reducing

carbon footprint, 10:10 Teen Project creates a new way for young people to interact, express

themselves and be creative – all with a joint goal of reducing carbon emissions.

10:10 Teen Project targets teenagers, but is equally open to all who'd like to get

involved. Participants are challenged with simple tasks – presenting how they are reducing

carbon emissions or how they would like to see it done in their communities (by presenting

ideas or photos they found or heard about). Participants are encouraged to calculate their

carbon footprint and send us their results.

In the first six weeks since it was launched, the project was presented to students in

Croatia (via official portal for schools) and in Romania, Kosovo and Albania (via on-the-field

presentations and workshops). So far we have reached several hundreds of students, and

during the following few weeks we hope to reach much more, as we will be presenting the

project to students in Macedonia, Bosnia & Herzegovina, Slovakia, Serbia, Slovenia and

Bulgaria.

10:10 Teen Project uses Facebook and Twitter to engage and connect students online,

and during on-the-field visits we encourage debate and peer-to-peer knowledge exchange.

During spring (and continuing in the autumn) we will be adding more events to 10:10

Teen Project - Youth Forums (1-3 day events for larger number of teens, where they can

experience climate change and carbon reduction options through documentaries, exhibitions,

debates, creative expression and practical work) and Outdoor Classes (designed for smaller

groups, these classes will help teens understand and experience /see first hand the impacts of

climate change so they can better understand why carbon reduction is so necessary and

important).



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Appendix 3 / Web and Print visuals

Launch visual, used on the web and social networks. Designed also as an A3 paper format

poster and A4 paper format flyer / print magazine ad.



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Launch visual / alternate version, used on the web and social networks.

/Next Page: “real life teens” simple message visuals (web and print) – Join us – Learn – Connect

– Do good – Reduce CO2 – Inspire others – Have fun – Feel good / available also as PDF



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Croatia / 10 ways to reduce carbon footprint / web and print visual (with supporting entities

and donors /sponsors) / English version below



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Appendix 4 / Six Months’ Expenses / Actuals

Description of the expense Total for six months Note or Comment

Project Leader

€ 6,000 Includes all taxes and contributions payable by the employer / contractor (for contracts they equal the amount paid out – for example, for a contracted person to receive 500 euro, the total cost of the contractor is 1,000 euro. The 500 euro received by the contracted person if, of course, subject to the income tax payment, payable by the contracted person)

Staff (2 persons)

€ 8,400 Same as above

Development of visuals

€ 900

Accounting / Legal

€ 1,200

Telecommunication & IT

€ 1,800

Travel & Accommodation (for on-the-field events, 6 countries, 10 venues)

€ 4,700

Direct costs for the on-the-field events (10 countries, 18 venues) – educational materials and presentations, CDs / DVDs, translation (where needed), printouts

€ 7,200

Total cost , six months, actuals

€ 30,200



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CONTACT DETAILS

Project Manager: Sandra Antonovic

Project Staff: Gordana Batic, Mikka Larsen

Email contact: [email protected]

[email protected]

[email protected]

Skype: nektarina.npo

GSM: +385 99 560 8309

Documents

10:10 Teen Project / Six Month Progress Report