submission by BenLoganTR

About Your Application

Organization(s) name(s):

Tiny Rebellion

Organization(s) website(s):


Organization(s) twitter handle(s):


Organization(s) facebook handle(s):


Organization(s) instagram handle(s):


Please share the direct link for voters to sign up for your newsletter(s):


Describe Your Organization(s)

Non-profit organization

For-profit organization


Other (please specify below):

In one sentence, please describe what your organization does.


Tiny Rebellion is a Santa Monica-based agency that exists to accelerate business as the most powerful force for positive change; we believe that brands have not only the opportunity, but also the obligation to make the world a better place to live.

In one to three sentences, please describe your proposal.


Tiny Rebellion will use the $100,000 dollar grant to create a campaign around four unrecognized dolphin statues located in the Santa Monica area that serve as donation points for the cities homeless service agencies. The #FeedtheDolphins campaign will include lead up promotions to a one-day experiential event that will raise awareness for the existing donation program, and show how the local community can use their spare change to make a big difference.

Where will you be working? Please be specific (e.g. Third Street Middle School; Boyle Heights; LA County).

Central LA

East LA

San Gabriel Valley

San Fernando Valley

South LA


South Bay

Antelope Valley

County of Los Angeles (countywide)

City of Los Angeles (citywide)


Other (please specify below):

How do you plan to use these resources to make change? (check all that apply)

Conduct research

Engage residents and stakeholders

Implement a pilot or new project

Expand a pilot or program

Mobilize for systems change

Advocate with policymakers and leaders

Implement and track policy

Other (please specify below):

How will your proposal improve the following “Connect” metrics? (check all that apply)

Rates of volunteerism

Voting rates by race

Adults getting sufficient social & emotional support

Median travel time to work

Attendance at cultural events

Number of public transit riders

Participation in neighborhood councils

Percentage of Angelenos that volunteer informally (Dream Metric)

Government responsiveness to residents’ needs (Dream Metric)

Transit-accessible housing and employment (the share of housing units and percentage of jobs that are located near transit)

Total number of local social media friends and connections (Dream Metric)

Attendance at public/open streets gatherings (Dream Metric)

Residential segregation (Dream Metric)

Access to free wifi (Dream Metric)

Describe in greater detail how you will make LA the best place to connect.


In an effort to create positive change in the local community, Tiny Rebellion devoted a summer to solving the homeless problem in Santa Monica. After conducting research on both the Santa Monica resident and homeless population, the agency realized a connection needed to be made between the local community and vagrant society.

City data states downtown Santa Monica attracts 40,000 visitors a day, many of whom come for the purpose of shopping. On average, locals spend $43 dollars per trip, which if you take just a quarter of the daily visitors, still adds up to $430,000 dollars spent per day.

Scattered throughout the commercial district of Santa Monica are four dolphin statues built by the city to solicit donations to local homeless service agencies. The installations are large -bronze- structures placed in various social hubs, but while the resources are in place to support this program, the dolphins only bring in $10,000 dollars a year because they are not advertised to the public.

Tiny Rebellion wants to change this. The #FeedtheDolphins campaign will connect the Santa Monica community to an existing city program that empowers residents to fight homelessness in their daily routine. The dolphin statues are a great way to turn shoppers spare change into positive change, but they need an agency behind them to kick-start their success. Tiny Rebellion will put it’s advertising know how to create a one-day experiential event to raise awareness for the dolphin donation statues.

The agency will build a large cardboard structure around one dolphin that is animated by LED projections. Brand ambassadors will show curious passerby’s how to donate, and each time a person contributes a digital block will appear showing the price of a basic necessity (toiletries, clean clothes, access to internet, ect.). Over the course of the day these small purchases -donations- will build up like bricks showing how small change can help someone move from homeless to housed. At the end of the event the completed home will contain information on local NGO’s allowing visitors to further connect with homeless service agencies in their area.

By advertising an existing program, the #FeedtheDolphins campaign will connect Santa Monica residents to a solution for homelessness shifting the mindset of the community from passive concern to active problem solving.

Please explain how you will evaluate your work.


We understand that metrics are essential to evaluate the success of the LA2050 goals. Through communication with the city government, Tiny Rebellion found that on average, the dolphin statues bring in $10,000 dollars a year for local homeless service agencies. Tiny Rebellion will measure the success of the campaign by evaluating how much donations increase from previous years. By creating a splash page and social media network around #FeedtheDolphins, the agency will also be able to gauge the lasting impression of the pop-up installation, and community engagement with fighting homelessness.

How can the LA2050 community and other stakeholders help your proposal succeed? (check all that apply)

Money (financial capital)

Volunteers/staff (human capital)

Publicity/awareness (social capital)

Infrastructure (building/space/vehicles, etc.)


Technical infrastructure (computers, etc.)

Community outreach

Network/relationship support

Quality improvement research

Other (please specify below):

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Award topvotedidea 5a5ae14e3d56a10363ea2a398cece46cf4df891213cbe68677c19d8903a1932a
Circle 1 inactive e7784182a1bd5eace578987db27fc19ec6337f418c48c6c8732605b9043d50d0 Step1 title submission inactive cde083e53089b973e7c9dc80a44a038c1ce4cf3b2650aeb5549157d1ed58a2d9

Submission Began
Tuesday, September 08, 2015

Submission Ended
Tuesday, October 06, 2015
at 07:00 PM UTC

Circle 2 inactive 74a43088831beb43fdbd7591ef5d50a5a7a26ff92c9e8ed489782459fa31a8d9 Step2 title voting inactive 96be722f53c417edddb5742ba9a6dc2fd403f7e4f6c19dbe883d50d20d93689d

Voting Began
Tuesday, October 20, 2015

Voting Ended
Tuesday, November 03, 2015
at 08:00 PM UTC

Circle 3 83da7a9432aeea960e1a9e9ee93e7ea1221af6c8f42b27964f2e9999d94b2b8d Step3 title 3d9e2a65d6ea1ad301f8fc607f5f828bd96362932c71d81c0da5b1fd964422b0

Winner Announced
Tuesday, December 08, 2015