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People’s Insights Volume 1, Issue 33: Free Pussy Riot

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50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. …

50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling 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. This week, our topic is Free Pussy Riot.

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

Published in: Business, Technology

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  • 1. crowdsourcing | storytelling | citizenshipPeople‟s Insights: Volume 1, Issue 33Free PussyRiot
  • 2. What is Free Pussy Riot?An social media led movement by supporters of Pussy Riot – a Russianfeminist punk-rock band and anti-Putin activist group – to protest thedetention of three members and to attract international intervention.The three detained members of Pussy Riot (from left to A shop in Bruges, Belgium, declares itsright): Ekaterina, Maria and Nadezhda. support for Pussy Riot1) freepussyriot.org/about2) jasoncallewaert on instagram
  • 3. Reason behind the arrestThe three women were arrested following an illegal performance atMoscow‟s Cathedral of Christ the Saviour, where they wore masks,played punk music and prayed to Virgin Mary to rid them of Putin.Original video: youtu.be/GCasuaAczKYVideo with English lyrics: youtube.com/watch?v=ALS92big4TY
  • 4. Protest against severe punishmentThree members were charged with „hooliganism motivated by religioushatred,‟ and faced up to 7 years imprisonment. Human rights activistsviewed the punishment as “excessive” and “personal revenge” of Putin. Source: freepussyriot.org/ ““ It is a misdemeanor that in a normal, civilized European state is handled in administrative rather than criminal proceedings. That‟s why I think the ruling on those women is excessive. – Vladimir Lukin, Human Rights Commissioner, Russia - DNAIndia
  • 5. A purpose inspired movementUnited with a shared purpose, supporters called for the freedom of thewomen with three specific actions: raise funds for the women‟s legaldefense, petition authorities, and create awareness.takeaction.amnestyusa.org/
  • 6. Niche communities offered supportRussians were averse to Pussy Riot, and majority of the support camefrom Europe and North America, especially from anti-Putin groups,human rights activists, feminists and musicians. Source: Huffington Post ““ Like the Occupy movement, it involved a small group that magnified its attention through other nodes: Amnesty International, feminist bloggers, the foreign policy press, and a vast mob of supporters on Twitter and Facebook. – Tom Watson, journalist at Forbes
  • 7. High profile musicians amplified reachThe involvement of high-profile musicians helped spread awareness,with Madonna voicing her support at a concert in Moscow, and PaulMcCartney tweeting his to nearly a million followers.twitter.com/PaulMcCartney/status/236063776909172737/photo/1/large
  • 8. Transmedia storytelling fuelled movementUsing transmedia, including videos, web games, photos and tweets,supporters shared stories from across the world, designed to evokeemotions and further fuel the hype around the movement.huffingtonpost.com/2012/08/17/pussy-riot-putin-lights-up-the-fires-video_n_1 797880.html
  • 9. Role of social mediaSupporters spread news in real-time, with a constant stream of updates– including live tweets from the court house – to the community of102,000 Facebook fans and 16,000 Twitter followers.Live updates from the court house on August 17 – the day the judge announcedher judgment (via twitter.com/Eng_Pussy_Riot)
  • 10. Global day of solidarity for Pussy RiotRussian social network VK and Facebook enabled supporters toorganize and promote events taking place in 74 cities to establish theday of the ruling as the “Global Day of Solidarity for Pussy Riot.”freepussyriot.org/en/actions
  • 11. Criticism and controversyNot everyone supported Pussy Riot. Many agreed with the charges ofreligious hatred and felt that the women deserved to be punished.Several even questioned the motive behind the international outrage.1) outlawjournalism.com/?p=2102) Views, likes & dislikes on original Punk Prayer video - youtu.be/GCasuaAczKY3) Views, likes & dislikes on English version of Punk Prayer video - youtu.be/ALS92big4TY
  • 12. Impact of the movementWhile the movement was unsuccessful in freeing the women, who weresentenced to two years of prison, it was successful in giving theiroriginal protest against Putin an international audience.13.4 million results for a Google news search on “pussy riot” (as of August 28, 2012)
  • 13. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
  • 14. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit http://peopleslab.mslgroup.com
  • 15. Coming soon: People‟s Insights AnnualReportIn early January 2013 we will publish the People‟s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.
  • 16. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit http://peopleslab.mslgroup.com
  • 17. For People’s Labsolutions, contactpascal.beucler@mslgroup.com