Blockchain’s Encounter with ‘HOOXI’, the Environmental Conservation Campaign

Youree Lee, CEO of W-Foundation, emphasized that the key to encouraging the public’s broad-based participation in the HOOXI Campaign lay in the use of blockchain technology. She is confident that a blockchain-based reward system, that induces the people to voluntarily contribute to conserving the environment, can create a broad-based momentum that will make a difference to the campaign.

Youree Lee, CEO of W-Foundation.

“After brainstorming ideas on encouraging people to participate in the campaign, we agreed that the best approach will be to provide WGP as compensation for their nature conservation and GHG reduction efforts,” Youree explains. “In many cases, people don’t know how exactly to participate in environmental conservation activities. We will position the HOOXI app to play the role of an encyclopedic depository of information regarding environmental conservation,” she added.

The HOOXI app is being developed in collaboration with various corporate partners and organizations including Hanyang University. What is worthy to note is that a gamification element is being incorporated into the HOOXI app — for example, environmental conservation scores of users in the same region can be grouped together to facilitate competition among users within a region and similarly for users in companies or in other social groupings.

The app also tells users how each of their activities impact environmental conservation. Youree said, “Using pop-ups and other means, the HOOXI app will share useful information on what the users can do to conserve the environment, such as using mugs instead of paper cups and spreading aluminium foil on refrigerator shelves.”



In addition, the HOOXI app will allow users to share photos of environmental conservation activities that they have performed and at the same time, solicit responses from other users — similar to how people use Instagram and Facebook. In order to induce active participation, the app will also provide customized environmental conservation missions that are tailored to each user’s geographic area, gender, prior activities, among others and provide WGP when those missions are completed.