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MA Alumni Profile and Spotlight: Sigridur Hardardottir

Changing the World, One Rubber Band at a Time

Sigridur Hardardottir, MA '10 Brandeis IBS Alumni

Sigridur Hardardottir, MA '10
Seltjarnarnes, Iceland

Can a rubber band change the world? Sigridur Hardardottir thinks so. Hardardottir began the Do-Band Project at Brandeis IBS as a student. The idea was simple: students received rubber bracelets called Do-Bands. The bracelets were meant to inspire individuals to complete a task that they’d been putting off. Once the task was complete, it was recorded on a blog, the bracelet was passed on to someone else, and the process was repeated. This way, “One Do-Band had a lot of social value,” said Hardardottir.

On the Do-Band blog, the stories range from beginning to recycle or donating clothing to charity, to volunteering for community service or cooking a meal for friends. One blogger began carrying around reusable handkerchiefs to cut back on wasteful paper-tissue use.

The Do-Band Project was a part of Global Entrepreneurship Week, an event which takes place in over seventy countries. Hardardottir first heard about the project while working at Innovit, an entrepreneurship center in Iceland, as an innovation consultant, putting together the first Global Entrepreneurship Week there. The Do-Bands were originally created as part of a competition at Stanford University, where teams received items like rubber bands or Post-It notes. One team took the rubber bands and created the Do-Band concept. When Hardardottir saw the video that the team made, she thought it was a great idea, and decided to implement it in Iceland. She decided to bring the idea to Brandeis when she came here as a student, and made the Do-Band Project a central part of the school's Global Entrepreneurship Week.

Hardardottir would like to see Do-Bands become a mainstay of Brandeis IBS, and to possibly spread to the undergraduate community at Brandeis as well. The business school was a great starting point for the project, she says, because the bracelets had the opportunity to travel “outside the Brandeis community… people could take it when they go on breaks, give them to their families. That way we could create global social value with the Do-Bands.”