I've tried to apply HumanKind approach in digital channel.

1. Our HumanKind approach to strategy is
rooted in three core beliefs
Behavior Purpose Acts

2. Everything we do is Everything we do is
Everything we do is
inspired by a human rooted in the belief
done through the eyes
purpose… more that creativity can
of human beings not
powerful than a create powerful
marketers… or even
positioning or promise HumanKind acts…not
consumers
could ever be just ads
2

3. When it comes to digital we say:
Communicate your
Play by people’s rules Build participation.
purpose.
Digital is 100% people’s
In digital you have to act.
behavior driven
If people don’t feel
environment.
meaningful purpose they But create your acts based
will have lack of reason to on participation. Without
If you don’t play by
talk with you. it they won’t remember
people’s rules they won’t
you and spread your word.
notice you.
3

4. Communicate your
purpose. If your acts have grate
purpose and based on
participation people will
notice you.
Build participation.
And we need to Play by people’s rules If you play by people’s
rules and have grate
match 2 of 3 participation people will
have reason to talk with
principals. Build participation. you.
Communicate your
purpose. If you play by people’s
rules and have grate
purpose people will
remember you spread your
Play by people’s rules word without participation.