Red Hat

Experiential Activation

As the global leader in open source software, Red Hat believes in progress through the power of collaboration. We had an idea to advance their vision. So we helped them create an experiential event that brought that ideal – and the value of open source – to life.
 

Hatch 2017 CoLab

Challenge

Software that’s open source means its code is free and available for anyone to use. People can take it, modify it, build on each other’s ideas, and change it for the better. Red Hat challenged us to find a way to demonstrate that concept: to show what can be achieved when people work together – whether on a line of code or something bigger.

Idea

An issue Red Hat has always been passionate about is ensuring the tech industry is diverse and truly open.
To us, change starts with education.

Our solution was a technology-driven, arts-focused initiative dubbed CO.LAB. Part creative classroom, part coding workshop, CO.LAB brought together middle-school aged girls from underserved communities to teach them the basics of both coding and photography. To us, showing how people of any age can come together to take on a large, real world challenge was the ultimate illustration of open source principles in action.

Working Together To Make Something Better

CO.LAB led middle school girls through a three-day, three-pronged curriculum.

Poetry

They studied and explored “I Am the World” by renowned poet Dora Sigerson Shorter.

Technology

The students learned how to build and code their own Raspberry Pi digital cameras. Yep. From scratch.

Photography

They turned their cameras on the world to visually interpret Shorter’s work. The students then displayed their work in exhibits around their communities, which became powerful public reminders of what happens when technology, art, and people work hand-in-hand.

Hitting the Road

The best thing about CO.LAB: it had wheels. 

CO.LAB swung down the east coast through Boston, New York, DC and finally, Red Hat’s home of Raleigh – working closely with city officials at each stop to make sure our mobile classroom didn’t run into any red tape. Or parking tickets.

In the future, the plan is to further expand the number of cities and even take the event abroad.

Red Hat
Red Hat

Boston

April 19 – 21

Red Hat

NYC

Oct 17 & 18

Red Hat

D.C.

Oct 24 & 25

Red Hat

Raleigh

Nov 1 & 2

Red Hat Photo
Red Hat
Red Hat
Red Hat

For Red Hat, CO.LAB was a massive success that attracted plenty of social media and press attention – becoming a catalyst for conversation and publicly connecting them to a great cause.

Even more importantly, it was a powerful example of how technology, art, and people can come together to lay the foundation for meaningful change.

For Red Hat, CO.LAB was a massive success that attracted plenty of social media and press attention – becoming a catalyst for conversation and publicly connecting them to a great cause.

Even more importantly, it was a powerful example of how technology, art, and people can come together to lay the foundation for meaningful change.

Earned Media

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Media Impressions

Organic Social

Audience Reached

Twitter

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Impressions

Total Number of Social Impressions

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