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andryalmetHi there! Get Your Professional Job-Winning Resume Here - Check our website! http://bit.ly/resumproReply -
Jose M. Sanchez , Brand Strategist & Cause Marketer at Jose M. SanchezExcellent presentation, it will help me a lot with my new research! - If you need any more info about Social Marketing, I uploaded a free document, here: http://slidesha.re/dfcqaGReply
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Simon Young , Creative Director at Red Circle Network at Red Circle Network LtdHi Donna, if you're logged in you'll be able to download this.Reply
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Simon Young , Creative Director at Red Circle Network at Red Circle Network LtdThanks Des, you're quite right that LMLM didn't really cross the chasm into social media. Unfortunately!Reply
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Des Walsh , Business coach, Connector, Laser coaching specialist. Helping entrepreneurs get crystal clarity & total focus. at Des Walsh dot ComGreat case study. Not being familiar with the Like Minds, Like Mine campaign, I kept waiting for the segue to how they used social media, not as an add-on but as an integral element of the campaign. Nobody home on that one, it seems. Good stuff, but. Nice thought-provoking presentation.Reply
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Social Media and Social Change in New Zealand
- 1. Social Media for Social Change Presented by Simon Young Catalyst/Cofounder iJump
- 2. 2003
- 3. “mental health gains will be minimal if the person lives in a hostile and uninformed community” - 1996 Mason Report Photo by D Sharon Pruitt
- 4. Two goals: • Create supportive environment for people with mental illness • Bring down barriers of stigma and discrimination
- 5. Phase One (2000) • Raising awareness • Getting people talking and thinking • Featured famous, aspirational NZers
- 6. Phase two (2001->) • Strengthen positive public attitudes • Improve public understanding/acceptance • Improve understanding of impact of mental illness • Create dialogue • Counter negative stereotypes
- 7. Phase 2 (contd) • Encourage people working in mental health sector • Create a positive platform for policy change
- 8. Facts • 1 in 5 NZers suffer from mental illness • Most NZers discriminate through ignorance, not malice • Maori and Pacific Island views need to be addressed differently
- 9. To significantly reduce discrimination ... education is not enough... litigation is not enough. multi-stranded, What is required are persistent strategies. ” Liz Sayce
- 10. Multi-Stranded (more than mass media) • Relationships built with 26 regionally-based organisations around NZ • Included 11 Maori-based orgs • Included 3 Pacific Peoples orgs • Local relationships = local media coverage
- 11. 2002 campaign • Focus on friendships • TV for mainstream audience • Targeted radio for Maori/Pacific Island audience
- 12. Multi-stranded • Training for other government agencies • Relationships with journalists • Media training for spokespeople • Newsletter for influencer groups
- 13. A Beautiful Mind Movie tie-in
- 14. Success • 87% “people with mental illness can lead a normal life” • 80% “I am more accepting of people with mental illness” • 93% “mental illness can happen to anyone” • 79% unprompted ad recall • 60% discussed advertising with others
- 15. Since then... • website: likeminds.org.nz • national contractors: events, training, freephone service • regional providers: workshops, promotional events, developing policies and procedures
- 16. 2008 Effie Awards • Won the grand award for “sustained success” • Other results: • Acceptance levels improving • Documentaries resulting from campaigns • More people seeking help • WHO recognises best practice
- 17. Success secrets? • Strong, simple message • Relationship-building with key stakeholders/ influencers • Conversational focus • Acknowledging larger context
- 18. Online • Lots of online resources • But not much social media - yet
- 19. Conversation • How could they do this better?
- 20. Other social media/ social change initiatives • The LowDown • Internet Blackout • Twestival • Givealittle
- 21. LowDown • Web-based • Interactive • Music/Pop culture • Why not social media?
- 22. #blackout bingo if all the avatars are black, yell “COPYWRONG!”
- 23. Protest on parliament
- 24. Blackout • Grassroots • Simple, clear idea • Easy to take action
- 25. Twestival • Global • Easy to be involved • Automated
- 26. Givealittle • Platform for individuals • Can be a ‘hub’ for other social media activity
- 27. How would you do it? Simon Young Catalyst/Cofounder simon@ijump.co.nz