Hubot, the first employment agency for humans and robots, in the picture

How does society view robots? As useful devices that can take over heavy work? As frightening creations: our biggest competitors in the labor market? Or as controllable technology? For many people, the term ‘robotization’ evokes negative associations, a doomsday scenario in which robots take jobs away from people. But at Next Nature Network, this is different.

Next Nature Network is a future-oriented and international nature movement that uses thought-provoking design projects to spark discussion about the relationship between humans, nature and technology. During Dutch Design Week 2017, Next Nature Network opened the first temp agency for humans and robots, Hubot. This exhibition, disguised as an employment agency and now traveling around the world, shows in sixteen futuristic professions that robots will not inevitably displace people, but that we can actually strengthen each other through collaboration.

KEYWORDS

Content creation

Approach: a revealing roadmap

Next Nature Network asked De Wolven to make Hubot stand out with media attention among the many cool Dutch Design Week projects. But also: advise us in all communications and their timing. And: coordinate for us with partners Start Foundation and the Municipality of Eindhoven. We drew up a timeline to build up the tension until the opening of the expo, in which we strategically advised on various communication tools, such as:

  • An opinion piece in Trouw by Koert van Mensvoort, director of Next Nature Network, in which he fuels the discussion about the relationship between humans and robots from a constructive vision in the run-up to Dutch Design Week. Technology makes professions possible that we can hardly imagine. In the new professions, man and technology work together.
  • Multiple press releases playfully revealed more and more about temporary employment agency Hubot and the futuristic professions on display.
  • The going live of the official Hubot website, where visitors could already take a job test for the best matching profession of the future prior to the opening.
  • Several social posts to reveal some of the Hubot professions.
  • Personal contact with key media to invite them to the official opening of Hubot.

Results: from Motherboard to MAX

These actions resulted in almost 100 published articles in national news media, regional media and trade media, both on- and offline. We are proud of publications in Trouw, BNR (2 times on the radio), Eindhovens Dagblad (multiple publications), AD, HP/De Tijd, NPO Radio 1, NRC Handelsblad, nrc.next, VPRO Gids, Harpers Bazaar, Metro, Motherboard, Creators and MAX Vandaag (the website of Omroep Max).

Joost Morel, PR Advisor

“A great challenge to take a creative collective by the hand that for the first time is using PR in a structured way together with an agency. And what an inspiring project for De Wolven! The way Next Nature Network addresses social issues is unique and thought-provoking. The step-by-step plan we developed towards the unveiling of Hubot at Dutch Design Week generated a surge of interest and media attention. At every communication moment in the process, we engaged Next Nature Network extensively with the thinking behind the strategy and the intended effect.”