'ĀinaQuest

Our stories and songs in Hawaiʻi tell of the strong relationships (pilina) our ancestors had with the natural world and plant phenomenon. However, today many of us are unable to recognize our plant relatives, much less differentiate native and canoe plants from non-natives and invasive plants. 

Therefore, the problem we are trying to solve is: How can we help people build pilina (relationships) with native plants?

A diminished plant relationship is not unique to Hawaiʻi, and it affects many of us in the industrial world. The phenomenon is called “plant blindness” (an inability to see or notice the plants in one’s own environment).

Plant blindness is multifaceted, influenced by both biological, cognitive, and cultural factors. Overcoming plant blindness requires identifying factors that can be changed, and bridging the gap to meet modern audiences where they are. A solution that plops an urban-grown child into the forest without any context is unlikely to be successful or create the agency needed for change. But maybe we can foster a renewed connection with plants through an interactive gameplay experience?

We believe the solution to help people (re)develop their pilina (relationships) with native plants is to make learning fun and rewarding, and we are excited to launch our educational game: ʻĀinaQuest.

Version 1 of ʻĀinaQuest is a card game experience, perfect for players aged 8 and up. Players will be dealt six cards each, and after reviewing their cards, they will keep one card to “plant”, then pass the remaining cards to the next person. Players will keep going in a circle until all cards are on the table. Each card has a point value and some cards need to be planted in sets of two or three. The goal of the game is to cultivate your ahupuaʻa with the highest amount of native and canoe plant species, with the least amount of invasives. Whoever has the most points at the end, wins!

Version 2 of ʻĀinaQuest is to create a mobile app experience where players can walk around their neighborhood, scan a plant, and learn its significance and moʻolelo (stories)--It’s kind of like a cross between a plant identification app like iNaturalist and an augmented reality (AR) video game like Pokémon Go. Our video linked above provides a demo of the mobile app experience.

We believe that once we are able to see plants, we can begin to care about plants like members of our family. Through these interactive games, we hope to restore a sense of kinship between plants and humans, and nurture the next generation of locally grown botanists, ecologists, storytellers, and ʻāina-based stewards.

The ʻĀinaQuest cards (v1) will start with a deck of about 7-10 varieties of native plants in Hawaiʻi, and through community partnerships and crowd-sourcing, we hope to grow our game and application to educate people about plants all around the world. Our solution has a high-level of scalability and high growth potential, and is suitable for players of all ages.

ʻĀinaQuest is designed for and dedicated to the over 600,000 Kānaka ʻŌiwi (Native Hawaiians) living in Hawaiʻi and around the world, and lovingly offered as an educational tool to the 1.5 million kamaʻāina (local population) and 9 million visitors to Hawaiʻi. 

Kānaka ʻŌiwi (also known as Kānaka Maoli or Kānaka Hawaiʻi) are the indigenous peoples of the Hawaiian archipelago who can trace their moʻokūʻauhau (genealogy) as a lineal descendant of a person living in Hawaiʻi from 1778 or earlier. It is estimated that between 800,000 - 1,000,000 people (kākana) lived in Hawaiʻi prior to contact in 1778, and they lived sustainably with the land, sea, and sky. Disease, colonization, capitalism, privatization of land, and the banning of Hawaiian language and cultural practices violently decimated the Hawaiian population and disrupted our connection to ancestral knowledge, land-based practices, and relatives like the plants, animals, winds, and rains. Sadly, for the first time in history, as of 2020 the majority of Native Hawaiians live outside of Hawaiʻi.

Although there are many challenges and disparities facing Native Hawaiians, the population, language, and cultural arts are resurging. On Instagram, you can find many creators selling products or services to educate about Native Hawaiian culture, language, and place-based wisdom. We believe there is ample opportunity for ʻĀinaQuest to be a part of this cultural resurgence, and to help people engage in ʻāina-stewardship through interactive gameplay.

Our ʻĀinaQuest team is made up of both kanaka and kamaʻāina who live in Hawaiʻi and have gathered together with a shared love of ʻāina (the land) and a desire to learn more about native plants. We use a kanaka-centered design process to create our gameplay mechanics and UX design, and we engage with plant experts and knowledge-keepers in our community to ensure our solution meets their needs.

As kanaka and kamaʻāina living in Hawaiʻi, our team is well-positioned to deliver this solution. We are engaged members of the community and are a diverse pool of talent that includes plant experts, STEAM educators, place-based educators, human-centered product designers and researchers, and game enthusiasts with over 30 years of combined product, marketing, and business experience.

Each of us on the team has experienced plant blindness in one shape or another, and we are all working to decolonize our gaze and learn more about native and non-native plants in Hawaiʻi. We also work closely with our community, and we plan to facilitate a workshop this summer with cultural experts, ecologists, and other members of the community to get their input. Based on the collective knowledge and feedback generated from the workshop, we will build features into the app that meets the community’s needs. We also plan to test the prototype with our community before releasing it into the public.

Our team met at the Build4Good AI Hackathon hosted by Purple Maiʻa, a local non-profit in Hawaiʻi, on December 8, 2023. There were about eight other teams and 100 participants learning to use AI for community-solutions. Our team gathered together around a shared value of wanting to increase pilina with native plants. Within 48 hours, we created a roadmap, an interactive MVP of our application, and printed our first deck of plant-mon playing cards! The hackathon gave us immense momentum to develop and test our game with a variety of people and collect feedback on what worked and didnʻt work. We proudly won second place at the hackathon and the community loved our innovative and fun solution.

Since the hackathon, we have worked to legitimize the business, tweak the game mechanics, and have begun to search for a local artist to redraw our artwork. Our concept art was created using MidJourney, an AI Artist. Although this was a suitable use for the hackathon due to the time constraints, we believe that moving forward we want to work with a Native Hawaiian or local artist to redraw our characters and artwork so that our artwork can ethically represent native plants and culture. Once we have secured our artist, we will refine our prototype and begin sales for V1.

We value MIT's commitment to innovative solutions for Indigenous people. As an Indigenous-serving solution, ʻĀinaQuest could benefit from mentorship and expertise in marketing, legal, and technology that specializes in serving Indigenous communities.

Our primary challenge is in the legal realm. We could use help from someone with an expertise in intellectual property rights, particularly for artwork. Our solution is full of cute and colorful plant-monsters (or plant-mon) that are similar to Pokémon and Digimon from our childhood. We want to be able to bring our ideas to life and use anthropocentric features to get people to start seeing plants…but we also don’t want to get sued by these mega corporations…

Marketing is another area we could use help. In our recent ad-campaigns on Instagram, we learned that we are in a bit of a catch-22: our solution is designed to combat plant blindness, but it is hard to get people to care about plants… when they already don’t care or see plants… Therefore, help from a marketing and branding expert would be most appreciated!

Lastly, V2 of our solution involves creating a mobile application with the ability to scan a picture and use image recognition to gain information about the plant. Our team is full of educational and design expertise, but we are lacking in technological expertise and could use MIT Solve’s help in developing the skills needed to create a working MVP.

Amy McKee is a Kanaka ʻŌiwi (Native Hawaiian) woman from Kaimukī, Oʻahu. As an urban-native living in the metropolitan city of Honolulu, Amy grew up disconnected from Hawaiian language, culture, and history. She has spent her adult life working to (re)connect with her heritage, history, culture, and address generational trauma. She regularly wrestles with the questions, “What does it mean to be Hawaiian? Am I Hawaiian enough?” and uses these thoughts and feelings to engage in educational study, activism, and connection to the land, sea, and sky.

Amy is connected to the communities this project aims to serve because intimately she knows what it is like to be an outsider and a beginner. She knows what it’s like to look at a forest or garden of plants, and not know any of their names or uses. In 2021 during the pandemic, Amy even went on a walk around her neighborhood to try to find native plants, and walked around for three weeks before finding a single plant (ironically it was next door, but she didn’t see the plant due to plant blindness). Through this journey to learn more about native plants, Amy has met different plant experts and educators, and some of them have joined her ʻĀinaQuest team. She is eager to continue to learn and bring ʻĀinaQuest to families all around Hawaiʻi.

ʻĀinaQuest is an innovative solution because it’s so simple. In order for people to see plants and build a relationship with plants as their kin, we will make plants look cute with anthropomorphic features, thus creating little plant-monsters or plant-mon. Our goal is to hook players in with cute plant-mon, then feed them Native Hawaiian moʻolelo (stories) and mele (music) about native-plants and incentivise players to go out into nature to discover and catch all the plants.

ʻĀinaQuest (v2) merges cutting-edge computer vision technology with traditional Native Hawaiian knowledge. Players won’t just learn about plants, they’ll interact with them in their real habitats using their devices. By identifying native plants, players unlock their corresponding plant-mon, along with moʻolelo and mele specific to that plant. Imagine walking a trail and your phone telling you which endangered species are underfoot, and hearing the ancient chants and songs honoring them.

This game catalyzes broader impacts by fostering a community of citizen scientists and ʻāina stewards. Plant discoveries can be shared, building a real-time map of native species health, empowering environmental action and conservation. Stories and experiences can also be shared on the app, bridging communities all across Hawaiʻi and the world. This shifts the landscape by blurring the lines between play and conservation, redefining what it means to value the natural world.

To further illustrate the impact of our ʻĀinaQuest solution, here is a story about a conversation we had with my friend’s child (age 8).

We were talking to my friend’s child at the hackathon, and he gladly shared with us all 150 names of the original Pokémon, their stats and values, and expertly debated the strategies and use cases for these Pokémon. We loved that he found a game he could really dive into--particularly because we loved this game too as kids--and it got us wondering, how could we get kids to have that same level of enthusiasm for plants? 

If we create an immersive, culturally-grounded gameplay experience that sparks curiosity about Native Hawaiian plants, then players will begin to build a relationship with plants in their environment and begin to see plants as relatives and kin-folk instead of backdrops, ultimately becoming active stewards and caretakers of the environment.

We hope that 10 years down the line, we will meet a child who has played ʻĀinaQuest and has learned all of the stats and use cases for the plants in their neighborhood and ahupuaʻa.

Impact Goals

1. Increased Knowledge & Appreciation of Native Hawaiian Plants and Culture:  We aim to significantly increase the number of individuals, particularly youth, who can correctly identify Native Hawaiian plants, understand their ecological significance, and appreciate their role within Native Hawaiian traditions.

2. Fostering Environmental Stewardship: We envision a community of ʻĀinaQuest users actively engaged in environmental stewardship, participating in conservation initiatives, and advocating for the protection of native species.

3. Strengthened Cultural Identity: We believe our solution will contribute to a renewed sense of place and cultural identity among Native Hawaiian users, inspiring them to become knowledge keepers and advocates for their ancestral heritage.

Measuring Progress

1. Knowledge Assessment: We can measure users’ progress through pre- and post-game quizzes measuring plant identification accuracy and understanding of ecological concepts, and also through qualitative surveys.

2. Behavior Change Tracking: We can track in-app various metrics, including how much time is spent outdoors, the number of plants users learn about and log, and community engagement. We can also partner with conservation organizations to track user participation in volunteer activities, cleanups, or restoration projects.

3. Cultural Identity Impact: We can hold focus groups and interviews with different members of the community to assess changes in their perception of their connection to ʻāina and cultural heritage, particularly how this engagement changes over time.

Alignment with UN Sustainable Development Goals (SDGs)

Our impact goals directly align with several SDGs, demonstrating our commitment to a broader transformative impact:

• SDG 4 (Quality Education): Providing engaging, culturally relevant learning experiences.

• SDG 11 (Sustainable Cities and Communities): Fostering a sense of place and connection to the local environment.

• SDG 13 (Climate Action): Raising awareness of native species’ role in climate resilience and promoting conservation action.

• SDG 15 (Life on Land): Protecting biodiversity and supporting sustainable land use practices.

Additional Notes

We recognize that measuring long-term cultural impact is a complex process. 'ĀinaQuest is making tangible contributions towards our impact goals of promoting environmental conservation and quality education in Hawai'i. We'll prioritize ethical data collection and use, ensuring player privacy and cultural sensitivity.

ʻĀinaQuest (v2) leverages a blend of modern and traditional technologies to create a unique, culturally-grounded learning experience:

• Computer Vision & Image Recognition: The heart of the ʻĀinaQuest mobile app lies in its computer vision and image recognition capabilities. Using a smartphone camera, users can identify plants in their environment to determine if it is native, non-native, canoe, or invasive. The app will also provide information such as the plant's Native Hawaiian and Latin name, relevant moʻolelo, and ecological significance, thus fostering a deeper understanding of the natural world.

• Focus on Relationship-Building: While the app is a powerful tool, we emphasize that technology is simply a facilitator. The true innovation of ʻĀinaQuest lies in encouraging direct interaction with the ʻāina (land). It's about nurturing a reciprocal relationship with the natural environment—a core tenet of Hawaiian culture.

• Geolocation & Mapping: The app integrates geolocation to track plant discoveries, creating a real-time, crowd-sourced map of native plant distribution. This data has the potential to aid conservation efforts by identifying areas of high biodiversity or threats to endangered species.

• Gamification: The ʻĀinaQuest experience incorporates game elements such as collectible plant-mon characters, quests, and rewards to motivate exploration and knowledge acquisition. This leverages established behavioral science principles to make learning engaging and enjoyable.

• Social Networking: The app encourages a community aspect where users can share discoveries, collaborate on plant identification, and participate in conservation challenges. This fosters a sense of shared purpose and empowers collective action.

We are mindful of the potential pitfalls of technology and will work with communities to ensure data privacy. User data will be collected and used ethically, with full transparency. We also anticipate that there will be some users who are uncomfortable with sharing plant locations--either due to privacy reasons or due to endangerment. We will keep this in mind as we continue to build our application.

Hawai'i

There are 0 full-time staff, 5 part-time staff, and 0 contractors.

We've been working on our solution for 4 months.

At 'ĀinaQuest, we are dedicated to fostering a diverse, equitable, and inclusive environment for all team members. Here's how we ensure diversity, minimize barriers to opportunity, and promote inclusivity within our team:

Leadership Diversity: Our leadership team represents a spectrum of social, cultural, and identity-based human attributes. With members of Kanaka ʻŌiwi (Native Hawaiian), Indigenous Okinawan, Japanese, and Thai ancestry, our leadership reflects the rich diversity of Hawaii's communities. We believe that diverse leadership brings varied perspectives, enhances decision-making, and strengthens our ability to address complex challenges.

Community Engagement and Outreach: We prioritize community engagement and outreach to ensure that our solutions are inclusive and responsive to the needs of our diverse stakeholders. Through community-led workshops, public events, and ongoing dialogue, we invite input from a wide range of voices, including plant experts, educators, cultural practitioners, and community members. By valuing and incorporating diverse perspectives, we enrich our understanding of local needs and preferences, fostering greater relevance and impact in our work.

Accountability and Feedback: We hold ourselves accountable to our commitment to diversity, equity, and inclusion through regular evaluation and feedback processes. This includes soliciting feedback from team members, stakeholders, and community partners to assess our progress, identify areas for improvement, and ensure that our actions align with our values. By actively listening to diverse voices and responding to feedback with transparency and accountability, we continuously strive to create a more inclusive and equitable workplace.

In summary, diversity, equity, and inclusion are fundamental principles that guide our approach to team building, community engagement, and organizational culture at 'ĀinaQuest. By embracing diversity, minimizing barriers to opportunity, and fostering an inclusive environment, we are better positioned to achieve our mission of promoting environmental education and cultural preservation in Hawaii's diverse communities.

Our business model centers around providing value to the communities we serve while generating revenue to sustain and grow our impact. Here's how we create value and generate revenue:

Value Proposition:

Our product, 'ĀinaQuest, merges ancestral knowledge, pop culture elements, and modern technology to address plant blindness and foster environmental stewardship.

'ĀinaQuest provides engaging educational experiences for local communities, educators, conservationists, and visitors to Hawaiʻi, promoting a deeper connection to the land and its flora.

Key Customers:

Local Community: Residents of Hawaiʻi seek products that reflect their identity and culture. 'ĀinaQuest provides a means for them to connect with their land and heritage.

Educators: Teachers in schools and educational institutions value resources that support place-based learning and environmental education.

Conservationists: Organizations and individuals dedicated to preserving native plants and ecosystems benefit from tools that raise awareness and promote stewardship.

Tourists: Visitors to Hawaiʻi are drawn to products that offer authentic cultural experiences and connections to the local community and environment.

Key Activities:

Research and development: Continuously improving and expanding the 'ĀinaQuest product line to meet the needs of our customers.

Marketing and outreach: Engaging with local organizations, schools, and tourist destinations to promote awareness and adoption of 'ĀinaQuest.

Community engagement: Hosting workshops, events, and demonstrations to involve and empower our target audience.

Revenue Streams:

Product Sales: Revenue generated from selling 'ĀinaQuest card games to customers, including local retail stores, educational institutions, and online platforms.

Display Fees: Local organizations and marketplaces pay a fee to display 'ĀinaQuest products, increasing visibility and accessibility to the community.

Educational Grants: Leveraging grants to provide 'ĀinaQuest card games to Title I schools and educational programs, ensuring access to underserved communities.

Merchandise Sales: Additional revenue from selling related merchandise such as trading cards, toys, clothing, and accessories, as well as potential cross-product licensing and media opportunities.

Key Expenses:

Research and development: Funding ongoing improvements and expansions to the 'ĀinaQuest product line.

Marketing and outreach: Investing in promotional efforts to raise awareness and drive sales.

Operations: Covering costs related to production, distribution, and administrative overhead.

Community Engagement: Allocating resources to host events, workshops, and educational programs to engage with our target audience.

By balancing our mission to create positive social impact with sustainable revenue generation, we aim to create a thriving business model that supports the long-term success of 'ĀinaQuest while benefiting the communities and ecosystems of Hawaiʻi.

Our plan for financial sustainability revolves around securing grants, soliciting donations, and generating revenue from the sale of our product:

Grants, Donations, and Funding Campaigns: We have successfully secured funding from grant sources such as the University of Hawai'i Kalo Grants, which provided $1,000 in February 2024. Additionally, we actively seek donations and crowdfunding support from individuals and organizations who believe in our mission and want to contribute to our success. We are currently running a grant campaign on Experiment.com for the Indigenous Futures Challenge Grant, aiming to secure $10,000 in funding.Our ongoing crowdfunding efforts on platforms like Experiment.com and potentially others help us raise funds to support our work and cover operational expenses. These grants provide essential funding for research, development, and operational expenses.

Product Sales: Revenue generated from the sale of our 'ĀinaQuest product, including card games and related merchandise, serves as another key revenue stream. We plan to sell our products through local retail stores, online platforms, and potentially through partnerships with educational institutions and conservation organizations.

Low Operating Costs: As a small team volunteering our time, our operating costs remain low, allowing us to allocate a significant portion of our revenue towards growth and sustainability efforts.

Moving forward, we aim to diversify our funding sources further, tapping into a broader range of grants, donations, and revenue streams. By expanding our reach and impact, we anticipate increased support from philanthropic organizations, government agencies, and individual donors who share our vision for environmental education and cultural preservation.

Overall, our financial sustainability plan hinges on leveraging a combination of grants, donations, and product sales to cover our expected expenses and support our continued growth and impact. As evidenced by our successful grant applications and ongoing fundraising efforts, we are making strides towards achieving this goal and positioning ourselves for long-term success.