Let's Move! Cities, Towns and Counties: People's Insights Vol. 2 Issue 2


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This week, we distill insights around Let's Move! Cities, Towns and Counties - a collaboration of government departments, local leaders, non profits and philanthropists to combat childhood obesity.

100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on social data, crowdsourcing, storytelling and citizenship on the MSLGROUP Insights Network.

Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.

For more, see: http://peopleslab.mslgroup.com

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Let's Move! Cities, Towns and Counties: People's Insights Vol. 2 Issue 2

  1. 1. crowdsourcing | storytelling | citizenship | social dataPeople’s Insights Volume 2, Issue 2Let’s Move!Cities, Towns and Counties
  2. 2. People’s Insights100+ thinkers and planners within MSL- In 2013, we continue to track inspiringGROUP share and discuss inspiring proj- projects at the intersection of social data,ects on social data, crowdsourcing, story- crowdsourcing and storytelling, with a fo-telling and citizenship on the MSLGROUP cus on projects that are shaping the FutureInsights Network. Every week, we pick up of Citizenship.one project and curate the conversations Do subscribe to receive our weekly insightsaround it — on the MSLGROUP Insights reports, quarterly magazines, and annualNetwork itself but also on the broader reports, and do share your tips and com-social web — into a weekly insights report. ments with us at @PeoplesLab on Twitter.Every quarter, we compile these insights,along with original research and insightsfrom the MSLGROUP global network, intothe People’s Insights Quarterly Magazine.We have synthesized the insights from ouryear-long endeavor throughout 2012 toprovide foresights for business leaders andchangemakers — in the ten-part People’sInsights Annual Report titled Now & Next:Ten Frontiers for the Future of Engage-ment. People’s Insights People’s Insights People’s Insights weekly report quarterly magazines Annual Report Volume 2, Issue 2, Future of Let’s Move! Cities, January - March, 2013 Citizenship Towns and Counties
  3. 3. What is Let’s Move! Cities, Townsand Counties?Let’s Move! Cities, Towns and Counties is a part of local leaders. It was re-launched in July 2012 withMichelle Obama’s national Let’s Move! initiative a new framework, specific goals, guidelines forto combat obesity in children. LMCTC encourag- measuring progress, and the inclusion of Coun-es collaboration among various U.S. government ties.departments, elected officials, non-profits and Leaders can sign up for the program online andprivate foundations to bring about change at the must commit to meeting five goals that promotegrassroots level. healthy eating in and out of schools, and creationTo date, 205 local elected leaders have joined of play spaces.the program. Rachel White, a reader of the Chicago Sun-Times, commented: “I think what gives this program its great proten- tial (sic) is that it take (sic) a holistic approach. In other words, it just doesn’t focus on school lunches, although school lunches are a huge problem.” The National League of Cities spearheads the initiative and offers local leaders resources such as an LMCTC toolkit, monthly seminars and access to technical partners and philanthropists at national conferences. Innovation and problemSource: healthycommunitieshealthyfuture.org solving occurs at the local level. As Michelle Obama said:How does it work? “What we know we need to do is give parents, com-The program was initially launched in 2010 as munities and families the tools and informationLet’s Move! Cities and Towns and focused on they need to make choices that are right for them.creating awareness and gathering support from And there’s no one size fits all solution.”Source: healthycommunitieshealthyfuture.org 3
  4. 4. Collaboration and Knowledge Incentivizing participationsharing LMCTC uses elements of gamification, suchElected officials collaborate with early care and as challenges, badges and leader boards, toeducation providers, and schools to identify encourage a spirit of competition and to awardlocal problems and find relevant solutions. For successful leaders with recognition.instance, Beaumont City in Texas is enlisting the Kelly Liyakasa, associate editor at CRM magazine,help of athletes to encourage more students to points out the benefits of gamification strategiesparticipate in school breakfast and lunch pro- in organizations:grams. As The Examiner’s Kevin King reports: “Introducing game techniques into the enterprise“One of the plans that the city is considering is can motivate employees to perform specificstarting a public service announcement program behaviors, but it can also improve morale andusing local athletes and through the medium of the excitement around tasks, projects, and even jobLamar University communication department.” roles.”Leaders are also encouraged to reach out to LMCTC’s five goals or challenges ensure thatother leaders in similar neighborhoods for leaders are focusing their efforts in meaningfulguidance, and to share their own learning among areas. Leaders share their progress on thesethe LMCTC community. Leaders can use a com- goals regularly via an online survey. When theyparison tool on the Healthy Communities for a meet specified benchmarks, they are awardedHealthy Future website to identify similar cities, bronze, silver or gold medals. These medalstowns and counties (based on population, race – and the absence thereof – are visible on thebreakup, age, land and income) and compare LMCTC website – Healthy Communities for aperformances. The National League of Cities also Healthy Future, along with details of the localorganizes blog posts, webinars and conferences leader. People can look up the progress of allto showcase success stories. participating cities, towns and counties and alsoNidhi Makhija, member of the MSLGROUP see the overall medal standings.Insights Network, commented that the initiativecould benefit from being more social in nature. Source: healthycommunitieshealthyfuture.org The medals also reflect well on the cities, as the editorial team at online newspaper Record-Source: peopleslab.mslgroup.com Journal, pointed out: “As part of Let’s Move! rewards, Meriden now has its own page on the National League of Cities website. When young families consider moving into the area and Google this city, they will come upon this site which speaks well of the community. Thus, recognitions by Let’s Move! and KaBOOM! could appeal to potential homebuyers, who bring in new business and neighborhood interaction.” The National League of Cities has awarded 669 medals to date. Volume 2, Issue 2, Future of Let’s Move! Cities, January - March, 2013 Citizenship Towns and Counties
  5. 5. The grassroots factorIn addition to energizing stakeholders at the Paul Wohlleben, a columnist at FedTech Mag-grassroots level, the LMCTC initiative also attracts azine, believes that “Big Data Is a Big Deal forplenty of local coverage – especially when Government” and can help result in more effec-medals are awarded to cities, towns and counties. tive governance: “Government can use big data to gain the same benefits as for-profit firms. Government would be improved by better understanding the discrete needs of its constituents, by improving the efficien- cies of its processes, by understanding performance and results, by preventing fraud, by preventing loss — the possibilities are endless.” Other collaboration models The Let’s Move! Cities, Towns and Counties initia- tive resembles an early-stage collaborative social innovation ecosystem. More mature innovation ecosystems, like the Ashoka ChangemakersSource: eyeonannapolis.net, downtownstpete.ilovetheburg.com, platform, facilitate online collaboration and ideacolumbiamissourian.com sharing, and direct access to funding. Others, like Sygenta’s Thought For Food ChallengeMeasuring success with data and Mahindra’s Spark the Rise use innovationAnother unique aspect of the LMCTC initiative challenges to attract and build a community ofis its use of data. The National League of Cities changemakers.aggregates data provided by local leaders We are also seeing collaboration emerge in “de-through online surveys to track progress sign-led innovation” in which people collaborateover time and identify technical assistance on platforms like OpenIDEO, and governmentsopportunities. set up innovation units like Denmark’s MindLab,For instance, data shared by participating leaders or work with non-profits like Code for America, toindicates they are unfamiliar with the USDA co-create new public solutions.MyPlate nutrition guidelines – a requirement thatmakes up Goal II. The distribution of medals tooindicates this is an area in which local leaderscould use more assistance from the NationalLeague of Cities.Source: healthycommunitieshealthyfuture.org 5
  6. 6. People’s Lab:Crowdsourcing Innovation & InsightsPeople’s Lab is MSLGROUP’s proprietary comment on other people’s content andcrowdsourcing platform and approach that collaborate to find innovative solutions.helps organizations tap into people’s insights forinnovation, storytelling and change. The People’s Lab crowdsourcing platform and approach forms the core of our distinctiveThe People’s Lab crowdsourcing platform insights and foresight approach, which consistshelps organizations build and nurture public of four elements: organic conversation analysis,or private, web or mobile, hosted or white MSLGROUP’s own insight communities, client-label communities around four pre-configured specific insights communities, and ethnographicapplication areas: Expertise Request Network, deep dives into these communities. The People’sInnovation Challenge Network, Research & Insights Quarterly Magazines showcase ourInsights Network and Contest & Activation capability in crowdsourcing and analyzingNetwork. Our community and gaming features insights from conversations and communities.encourage people to share rich content, vote/ Learn more about us at: peopleslab.mslgroup.com | twitter.com/peopleslab
  7. 7. For People’s Lab solutions, contactpascal.beucler@mslgroup.com