This presentation, plus workshop, was shared at the Cleanweb UK Meetup on February 22, 2016 at the Impact Hub Westminster in London. It's a walkthrough the IYWTo platform we are building to map and promote digital projects to act on climate change. And an explanation of why we believe web innovation has a fundamental role to play in driving behavioural changes to tackle climate change. The IYWTo is illustrated by a series of examples. Two exercises close the presentation. We worked as a group to address the issue of speeding up the cleanweb mapping process and of engaging people with the cleanweb on the emotional level.

1. Mapping the Cleanweb sector:
the IYWTo approach
Francesco Cara, Head of product

2. IYWTo,that is “if you want to”
Started: July 2015
Goal: make the general public aware and engaged
with the Cleanweb
Approach: map and promote digital projects to act on
climate change
Status: 1st beta release launched in October 2015;
2nd beta release launched in December 2015

3. Landing
page

4. Category
page

5. Project
page

6. Directory
page

7. Why we started IYWTo?
Concern: environmental degradation and climate
change
Frustration: how slowly our societies and our
economies are responding and adapting
Belief: the web, as a technology, a mindset, a set of
values can drive change by empowering people to
be actors of the change, as innovators and as users

8. Forms of empowerment
Consumer to producer: charge your car, landshare
Control product lifecyle: electronic reuse, restart
Permissionless innovation: ecosia, breading, olio
Disintermediation: loco2 energy, trillion fund

9. MAP + PROMOTE + ENGAGE
Find Browse Share
Save Search
Rate, review,
comment
Analyse Tweet, Blog Add projects
Organise Connect Present projects

10. What has been mapped?
462
projects
264
urls
146
project
pages

11. MAP + PROMOTE + ENGAGE
Find Browse Share
Save Search
Rate, review,
comment
Analyse Tweet, Blog Add projects
Organise Connect Present projects

12. Workshop 1
Mapping the cleanweb is a huge task. Can you think of ways
that would simplify and speed up mapping?
1. Technologies we might use, like bots
2. Partnerships we might set up, e.g. student associations, charities or
environmental groups
3. Campaigns we might run, such as games and prizes
Can you come up with 6 to 10 ideas and order them
according to two dimensions: likelihood of success and
complexity of execution, from the easiest and most
successful to the most complex and less likely to succeed?

13. Workshop 2
Finding ways to talk about the cleanweb that resonate with the general public
is very hard. We tend to use a technical language and to emphasize rational
benefits.
How can passion and excitement be also communicated? Can you think of
more human ways to talk about the benefits of cleanweb innovations that
engage also on an emotional level?
1. Imaginaries like the frictionless consumption promised by the apps world
2. Epic stories of massive transformations, e.g. connecting solar panels, electric cars, charge points,
microgrids
3. Identification with innovators and their dreams, e.g. Elon Musk
Can you come up with 3 to 5 stories that link cleanweb innovations with
deeper human dreams and drivers?

14. Thank you!
beta.iywto.com
@frakara