Light up dark roads with a digital community

In the fall of 2017, I saw the true power of digital communities at work. Through an initiative geared to save lives. Growing from idea to implementation in 3 weeks. Where a digital community played a key role. 

Starting Point 

Our digital community has north of 1000 members, connected via a Facebook group. Connecting a suburban neighborhood. Normally supporting each other with the usuals suspects. Nice pictures from our surroundings. Reporting of missing bikes and mopeds. Suspicious cars in the area. And a mix of cheers and complains how we can treat each other better. 

Fall and darker days

One of our team members ignited the group. Voicing a clear frustration with people walking along countryside roads in dark clothes without anything making their presence visible. But instead of complaining, he launched a visionary idea to the group. Suggesting we should crowd fund a production run of reflectors. With a custom message, we all could be proud of. To be handed out at schools, on buses, at stores etc. Free of charge to potential users.

A community on fire 

The original call for action encouraged people to signal with a like if they were open to chip in $10. Targeting a production run of 1000 reflectors. The response rate was overwhelming. The initiative quickly moved from cheers in the group to transactions via an app-based payment system. Within 10 days the idea was presented and money collected for a production run twice the targeted size. 

The icing on the cake 

The first batch of reflectors has been delivered. Provided to community members in schools and through local retail stores. Phenomenal buzz and attention put on an important cause. Making people visible when walking on the side of the road. To avoid accidents during the darker part of the year. 

My reflections and predictions for the future 

• Neighbors connected through digital community represent a powerful network to trigger smaller society initiatives. 
• A leader with a strong vision and a clear purpose can quickly activate members in a digital network. 
• The digital tools, combined with trust in the leader, can both rally the troops and collect required funds for small but vital society efforts in no time.
• Representing a type of movement we can expect to see more of going forward. 

Kudos to Ludovic Bj?rk, the digital leader in our community. For crafting the idea. For having the digital courage to put it forward. And for the flawless execution. And to the great society members. Who trusted our leader from start. Posted a like. Transferred the cash. To a community member who became a trusted digital leader with one single post.

The success was repeated this past fall on larger scale.