Narratives for social change
Pablo, a spirited mascot who loves adventure, arrives at Het Groene Veld (The Green Field), a communal garden in Amsterdam, the Netherlands. The space is alive with children playing, neighbours chatting, and local artists sharing their work. But Pablo’s excitement turns to confusion when he’s suddenly pulled from his bag, only to be tossed aside. He awakens alone in the field, surrounded by the unfamiliar.
Creative Business students Charelle Zuurveen, Hajar Belkasmi, and Joëlle van Oossanen brought this story to life at Amsterdam University of Applied Sciences (HvA). I discovered their project at the Storyhackers minor exposition, a collaboration between HvA and CrAFt STEAM teams. The minor focused on creating impactful narratives for social change, and this partnership sought to embody the values of the New European Bauhaus (NEB), which focuses on creating beautiful, sustainable, and inclusive spaces.
Storyhackers exposition to view the project and interview Charelle, Hojar and Joëlle.
The students came up with Pablo, a digital mascot with a big personality and an even bigger mission. Pablo isn’t just any mascot; he’s a curious and playful character designed to make people think about the future of urban spaces like Het Groene Veld, a communal garden in Amsterdam.
A tool to explore scenarios
Pablo helps groups of people explore three different scenarios—dystopian, utopian, and the current reality— and invites everyone to imagine what their cities could become. Through his stories, animations, and social media presence, he brings these visions to life, making the concepts of sustainability, beauty, and inclusivity more relatable and engaging.
With his adventurous spirit, Pablo sparks conversations and inspire small actions that lead to significant changes, helping us all dream up a brighter, greener future together. As Pablo explores these imagined futures, each scenario paints a vivid picture of how urban spaces could evolve based on our choices today.
In the dystopian scenario, Pablo found himself on a vast, empty rugby field, where he was nearly trampled by a giant rugby ball. The bleak scene showed a city losing its soul, creativity, and sense of community. The students used this image to reflect what could happen if the Green Field was replaced with a sterile, single-purpose space devoid of life and joy. Pablo felt the emptiness of a city that had lost its green spaces and the joy they brought. He saw what was missing—the sense of people working together, sharing, and the simple happiness of a place that feels full of life.
Then came the utopian vision, where Pablo found himself in a lush, lively field filled with smiling faces. The poster said, “Together with Het Groene Veld, we keep Amsterdam creative, sustainable, cosy, and free.” This version showed Het Groene Veld as a thriving community hub, alive with art, nature, and all kinds of people. Here, Pablo felt the joy of people coming together, the power of sharing, and the energy of a city that truly loves its green spaces.
Finally, in the current situation, Pablo interacted with community members at Het Groene Veld, who passionately expressed, “Wij blijven hier!” (“We’re staying here!”). This scenario depicted the reality—people standing firm to protect their beloved space, working together to maintain its creativity, sustainability, and openness.
Through these three scenarios, the students showed how every choice we make—whether as individuals or city leaders—matters. Pablo’s adventure became a playful yet powerful reminder that our actions shape the world around us. The students’ project demonstrated that with creativity and community spirit, even a small urban field could become a beacon of hope and a model for positive change in the city.
Pablo in the community
When the students introduced Pablo to Het Groene Veld’s community and various stakeholders, reactions were mixed but intriguing. While some embraced him as a playful digital ambassador for their shared vision, others questioned how this character would fit into their garden’s story. Yet, Het Groene Veld proved that a community’s strength lies in its ability to weave together different perspectives through collaboration and imagination.
Even Pablo’s fashion and style were inspired by the values of being green and environmentally friendly, dressed in outfits made from cloth waste to show how creativity and sustainability go hand in hand. Throughout the process, the students learned that creating Pablo and the different scenarios was as much about listening and adapting as it was about designing.
Presenting their ideas sparked conversations and sometimes unexpected feedback. Still, it also opened up new ways of thinking about the future of Het Groene Veld. In the end, the journey with Pablo taught them that inspiring change isn’t just about having a great idea; it’s about involving the people who will make that change real.
Written by Elham Keshavarzikhoozani
Photos and graphics by Charelle Zuurveen, Hajar Belkasmi and Joëlle van Oossanen
Copy editing by Jose Rodriguez