Half the Sky Movement: People’s Insights Vol. 2 Issue 4


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This week, we distill insights around the Half the Sky Movement, which creates awareness about women’s issues and highlights solutions through a stream of transmedia initiatives and social media campaigns.

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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Half the Sky Movement: People’s Insights Vol. 2 Issue 4

  1. 1. crowdsourcing | storytelling | citizenship | social dataPeople’s Insights Volume 2, Issue 4Half the Sky Movement
  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 4, Future of Half the Sky January - March, 2013 Citizenship Movement
  3. 3. What is the Half the SkyMovement?The Half the Sky Movement creates awareness book Half the Sky: Turning Oppression intoabout women’s issues and highlights solutions Opportunity for Women Worldwide in 2009,through a stream of transmedia initiatives and and is supported by celebrity advocates, mediasocial media campaigns. The movement was partners, NGOs and people who have engagedlaunched by journalists Nicholas Kristof and with various initiatives.Sheryl WuDunn following the success of theirSource: halftheskymovement.orgMost notable is the movement’s focus on providing ways for people to get involved and contribute tosolutions.Transmedia storytelling approach While the book was initially the heart of the movement, the stories featured have beenTransmedia programs ensure the movement brought to life through a four hour documentaryreaches a diverse range of people and, as featuring the authors and celebrities AmericaMagazine’s Randy Astle points out, encourages Ferrera, Diane Lane, Eva Mendes, Meg Ryan,participation: Gabrielle Union, and Olivia Wilde. The series was“One of the most intriguing things about broadcast in full on PBS, with excerpts availabletransmedia when compared to traditional film, on YouTube and a shortened version available forparticularly documentary, is that through its screening events.multiple entry points and interactive experiencesit has the potential to more fully engage viewers incauses. It doesn’t just inspire people to action, inother words; at its best, it gives them the tools andinitial opportunities to take action then and there.”Half the Sky uses content to share the storiesof real women, and partners with NGOs andorganizations to create educational material andengagement opportunities around these stories.The movement also uses diverse channels, such Source: http://www.youtube.com/watch?v=MRfDzznfEOU&feature=youtu.beas exhibitions and social games, to reach newpeople, 3
  4. 4. These stories are also used as an educationaltool. Half the Sky partnered with TheIndependent Television Service (ITVS) to createfive lesson plans that complement the storiesand can be used in a classroom setting. Halfthe Sky also partnered with women’s healthorganization Engender Health to create a chapterby chapter Reader’s Companion that expands onthe issues raised in the documentary.In late 2011, Half the Sky created an exhibit tobring the stories to life with ‘visual art, immersivesound installations, and interactive experiences.’In early 2013, Half the Sky launched a Facebookgame that invites people to follow the dailystruggles and life of a fictional character Radhikaand make decisions on her behalf.Each medium also focuses on driving action. OnYouTube, people are encouraged to donate tothe cause. On Facebook, people are encouragedto play the game to unlock corporate donations.Blogger Doreen Anderson commented on the Source: halftheskymovement.orgcall to actions in the book: Half the Sky launched 30 songs in 30 days to“The last page of the book offers “steps you can reach out to music fans, giving away a song atake in the next 10 minutes” to make a difference-- day from established and emerging femaleso you are not left feeling, Yeah, but what can I DO? musicians in the month leading up to theIn those 10 minutes, my first step was to connect premiere. Musicians were honored to be a partwith KIVA, one of many suggestions on that page, of a good cause, and promoted the campaign onto begin my involvement with this issue.” their social networks.Transmedia programs are also used to reachout to the women who are facing the struggles.Half the Sky has launched three mobile gamesin India and East Africa to educate women aboutpregnancy, dangers of intestinal worms andfamily choices.Promoting the documentaryHalf the Sky launched a series of campaigns toreach out to different audiences and build buzzfor the documentary premiere, and created a Source: kimyadawson.tumblr.comsocial TV experience to engage fans during thepremiere. Half the Sky involved celebrities in During the premiere, people were invited to joinboth phases of promotion to increase reach. the conversation on social networks (Twitter and GoodReads) and social TV apps (GetGlue andHalf the Sky launched Hashtagart Mosaic to Yap TV) for the chance to win virtual goodies,reach out to the Twitter community, inviting them exclusive content, books and DVDs.to tweet with #HalftheSky to have their profilephoto featured in a virtual mosaic. Natan Edelsburg, Vice President of Sawhorse Media, commented: “They used Getglue to allow viewers to earn a special sticker for watching both nights of the broadcast. They did this by offering two half stickers, something that hadn’t been done before on GetGlue.” Volume 2, Issue 4, Future of Half the Sky January - March, 2013 Citizenship Movement
  5. 5. According to Kara Tureski, associate director at non-profit FHI 360: “All three games use two common models to achieve social impact—adventure and simulation. Players are exposed to characters that can serve as role models, and will be rewarded for positive actions, such as killing the worms inside their stomachs or seeking antenatal care. Players also face choices, such as making decisions that lead to a delay in marriage and betterment of the family.” She quotes Asi Burak, co-president of Games forSource: getglue.com Change, on why games have potential for driving social change:In addition, Kristof, WuDunn, celebrities featuredin the documentary and part organizations live “Social games offer a unique way to reach yourtweeted during the broadcast to create buzz. As audience in a way that is not didactic or preachy.Mashable’s Zoe Fox points out, the movement By playing a role and making choices, players aremakes good use of its social currency: participating in a rehearsal for life. They experiment with scenarios and consequences that may be part“New York Times columnist Kristof, the paper’s of their future, and at the very least, this experiencefirst blogger and a journalist touted for his early triggers reflection, debate, and a new perspective onembrace of digital platforms, has more than 1.3 their present situation.”million followers on Twitter. Two actresses featuredin the documentary have major followings as The Half the Sky social game launched onwell — Gabrielle Union has more than 800,000 March 4, 2013, as “the first Facebook game withand Olivia Wilde has more than 650,000. These direct virtual to real-life translation.” By playinginfluencers’ tweets and use of the #HalftheSky the game, people can unlock donations worthhashtag are part of a social strategy to drive lasting 500,000 from Johnson & Johnson and Pearson.conversation.” The game was produced by non-profit Games for Change and is backed by foundations andAccording to Twitter, the launch promotions were corporate sponsors.quite successful:“On the day that the first part of the @Halfdocumentary aired on @PBS, #HalftheSky trendedIn the United States. @PBS kept the momentumgoing with Promoted Tweets and #HalftheSkytrended worldwide on the day that the second halfaired.” Source: http://www.youtube.com/watch?feature=player_ embedded&v=N6Ahpocmjs0Source: business.twitter.com/success-stories/pbs Blogger Brandy Shaul summarizes the gameplay:Gaming for good “The Half the Sky Movement game follows fictionalHalf the Sky uses mobile and social games to female characters that might be forced to changedrive change at ground level, and to energize their way of thinking or living in order to betterpeople in the developed world. their own lives, the lives of their children, andThe mobile games were developed in English, more. Quests offer educational content, and forHindi and Swahili and were made available for every quest that’s completed, players are given thefree through local mobile app stores. Half the opportunity to donate real money to a matchingSky also created videos and a short manual to cause (a quest about vaccinations may give playershelp NGOs and advocacy groups promote the the chance to donate to a real world vaccinationgames in India and East Africa. center, for instance). Play enough, and you’ll unlock 5
  6. 6. a sponsor gift for free, without actually spending inspire people to drive real change. If successful,any money.” the game could lead to a boost to the gaming for good industry and position social gaming as aAriel Schwartz, senior editor at Fast Co.Exist, philanthropic tool.reflects on the addictive nature of games forgood: Innovative social media“In some ways, Half the Sky’s game is similar to campaignsWeTopia, another Facebook game that lets peopledonate to nonprofits through gameplay… After In addition to being transmedia savvy, Half thecovering WeTopia on Co.Exist, I became very, very Sky is also very social media savvy, creatingaddicted--and I’m not a big Facebook game player innovative campaigns and experimenting withat all. There’s something gratifying (and yes, emerging tools and platforms.addictive) about knowing your insignificant actions To create buzz around the launch of the socialon a social network make a real-life difference. That game, Half the Sky challenged people towill serve Half the Sky well.” participate in a #halfathon on Twitter:As with the other transmedia programs, the social “Unlike traditional game-a-thons, we are notgame is designed to target new audiences. Indeed, asking that you play for 24 hours consecutively, butas player Lisa Alcock commented on Facebook: that you recruit as many friends as possible to play“My 7 year-old son & I are both playing this game in this 24-hour period. The more people play, the& he was so proud when he got to the point where a more real impact we can make, and all it takes is abook was donated just because he was playing! He’s 15-minute session to make a difference.”starting to ask questions about the world & why it’s To boost effectiveness of the campaign, Half thedifferent in other countries. Thanks for the fun way Sky encouraged people to ‘RSVP’ on Thunderclap,to raise awareness & start conversations! :)” a service that broadcasts the same message onKristof and WuDunn hope to capture 2% of behalf of all supporters at the same time.the 300 million social gaming audience and toSource: thunderclap.it Volume 2, Issue 4, Future of Half the Sky January - March, 2013 Citizenship Movement
  7. 7. On International Women’s Day, Half the Skyinvited Twitter users to participate in ChangeHer Story and craft a “collaborative story aboutempowering women” on Twitter. 103 peoplecrafted the life of Radhika, the main character ofthe Half the Sky social game.Half the Sky has also used launched acrowdfunding program, designed to energizeboth supporters of the cause and NGO partnerswith leaderboards and incentives. As BloggerDavid Cohen notes:“Viewers can donate to any Half the Sky Movementcharity or their NGO partners via online fundraisingsite CrowdRise, with the team raising the most tobe matched by a $20,000 donation.” Source: facebook.com/halftheskymovementSource: crowdrise.com/halftheskymovementThe Half the Sky website acts as a central repository for these initiatives and programs, and also acts as asocial advocacy website with information on how people can get involved. 7
  8. 8. 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
  9. 9. For People’s Lab solutions, contactpascal.beucler@mslgroup.com