Situation:

More objects are being launched into space than ever, resulting in more trash in space than ever, which threatens the critical infrastructure that we all depend on, from communication to food production, and more. There are no legally binding international treaties that can enforce the cleanup of space debris. So, there is an urgent for the world to come together to effect change.

But people don’t understand the danger because space debris is not visible from Earth.

Objective:

To rally humankind against this problem.

Media insight:

Although space debris significantly impacts the daily lives of people around the world, it remains an invisible issue to the general public. Even space-focused media such as planetariums and AR stargazing apps primarily focus on the beauty of outer space and not the pollution.

Space Trash Signs — the first constellations made from space debris. An AI model was used to scan debris data to identify ten new constellations, each one representing a different impact of space pollution.

For example: The Broken Compass signifies the loss of navigation services; The Lost Harvest, visualized as a dying plant, stands for the loss of environmental data; The End of Discovery, in the shape of a stop sign, represents the end of space exploration.

Target audience:

People worldwide, of all age groups, who have no technical background in aerospace or astronomy.

Approach:

Since the beginning of time, humans have looked up to the sky for meaning, and this act led to the formation of constellations as a way of understanding stars. Expanding on this insight, space debris was turned into constellations, with each symbol simplifying the various consequences of space pollution.

Media planning:

To reach as many people as possible, the constellations were showcased as a digital experience. Further, the constellations were integrated into AR stargazing apps and planetariums as a way of disrupting touchpoints which are primarily used to educate about space. Space Trash Signs was launched in the critical time leading up to the UN COPUOS (United Nations Committee on the Peaceful Uses of Outer Space) session to increase engagement for a topic that’s kept out of the public eye.

Implementation:

An AI model was used to scan millions of data points based on shape, source object, and location. The constellations were named according to the nomenclature used by the International Astronomical Union. Abstract symbols were selected based on their canonical quality.

Scale & Placement:

Space Trash Signs were brought to life through a web-based virtual observatory, AR, and planetarium experiences worldwide. The campaign was promoted through contextual placements in websites and apps that would be affected by space pollution. For example: apps for delivery, weather, financial services, and more.

Timeline:

The constellations were identified from January – December 2023. Partnerships with planetariums and AR stargazing apps were secured, coinciding with the launch before the UNCOPUOS session in spring 2024.

With over 300 million media impressions, over 500,000 unique site visitors, and presence in 700 planetariums, Space Trash Signs increased sign-ups for the ESA Zero Debris Charter by 2300%, in time for the critical UN meeting on space pollution in spring 2024. Space Trash Signs were recognized by the global astronomical society Astronomers Without Borders, while gaining widespread support from sustainable aerospace actors including the European Space Agency, Astroscale from Japan & UK, OKAPI:Orbits from Germany, Dark from France, and Digantara from India.