Bringing neighbours together in the largest sidewalk café of the world
Context
Unfortunately, loneliness, being stuck in your own bubble and weak ties between neighbors has become more prevalent in big cities. Sidewalks, however, are used by everybody due to a strong mix in housing, and putting a bench in front of your house forms a Dutch tradition present from working class neighborhoods to the fancier parts of town.
Concept
BenchesCollective is a platform that transforms public space into a meeting place for everyone. Benches are placed on the sidewalk in front of houses to form a little café for a day. All these ‘open’ benches together form the largest open-air café in the world. Often the benches remain present, creating outside living rooms throughout the streets in the city.
As a bench host you place the bench and decide the opening times and what you want to do: serve a nice cup of coffee and a home baked cake, set up a marble competition or teach dancing lessons. At your benches you’ll start to meet all your neighbors: from students and young families to chatty granny’s and playful kids.
BenchesCollective turned into an international movement that makes it easy for people to (re)connect to the people you share your sidewalk with.
The yearly communication campaign covered in- and outdoor posters, (sponsored) billboards across the Netherlands, flyers, flags, benches signing, DIY tools for benches hosts, social media, online ads, teaser videos, and PR. We also developed a BenchesCollective design bench with award winning design studio Overtreders W.
In 2021 the initiative was adopted and will now continue as Buurtbankjes. See more at buurtbankjes.nl.
Positive impact
In 24 countries over 3200 people opened 1600 benches that were visited by over 25000 people.
Plus:
~ +15 new people meet at every bench on average
~ 64% of people keep in contact after participating with the Benches Collective
~ 70% of people get to know their neighbors better
~ 31% of people feel more safe
~ 57% of people plan neighborhood activities afterwards
The initiative additionally reached over 2.5 million in media value. All major Dutch news papers and many local papers; French, German, English, Irish newspapers and magazines; Elle Magazine, Fast Company’s Co.Design; Apartment Therapy, Easyjet Magazine etc etc.
Read more on Fast Company and NRC.
Role
Strategy, Concept, Communication, Art Direction, Copywriting, PR, Project Management, Team Lead, Finance, Funding, Partnerships
Client
Own initiative
Partners
WeTheCity, Roos Polman, Mischa Woutersen, Melanie van Zweeden, Floor Bijkersma, the BenchesCollective community and others
Sponsors & Funds
AkzoNobel, InShared, Ben & Jerry’s, JCDecaux, Tony’s Chocolonely, Lemonaid, Nextdoor, Stichting Doen, VSB fonds, Stadsdeel Oost, Stichting Doen, Fonds voor Oost, Ymere, Eigen Haard, Stadgenoot, Het Rode Kruis among others