People's Insights Volume 1, Issue 45: It Gets Better


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This week, we distill insights around It Gets Better - a grassroots change movement that solicits personal stories and messages from LGBT adults and allies to let LGBT teens know that life gets better.

100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing, storytelling and social data 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:

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People's Insights Volume 1, Issue 45: It Gets Better

  1. 1. crowdsourcing | storytelling | citizenship | social dataPeople’s Insights: Volume 1, Issue 45It Gets Better
  2. 2. Purpose-inspired movementIn response to a rise of gay youth bullying and suicides, Dan Savageand Terry Miller created the It Gets Better Project, soliciting personalstories from LGBT adults to let LGBT teens know that life gets
  3. 3. Overwhelming volume & diversity of storiesSince its launch in September 2010, more than 50,000 stories andmessages of support have been shared on YouTube from LGBT adultsand allies, from politicians to actors, marines to
  4. 4. Social media as a free platformSocial media gave the co-founders the opportunity to reach out tosupporters and LGBT teens across the globe with their message in real-time and without the need of seeking approvals or spending
  5. 5. Connecting people with storiesIn addition to the platform, the movement also relied on personal storiesto connect people around the cause and to spark participation andaction both from adults and from the teens
  6. 6. Personal stories drive changeChange can be a slow process and a struggle for the change-drivers.Thinkers make the case that personal stories are vital to bringingattention to a cause and engaging people around
  7. 7. Role of transmediaEach transmedia adaptation adds to the movement: the MTV specialshelps reach more people, the book of essays has been donated toschool libraries and the musical tour involves local audiences.1), 2), 3)
  8. 8. Transmedia activismSome thinkers list It Gets Better as an example of transmedia activismfor its use of content, stories and multiple platforms to inspire, connectand educate people, and create dialogue around the
  9. 9. Community-driven movementIn addition to stories, the movement was also fuelled by communitysupport and gives merit to the theory that some successes can only beaccomplished by a ‘loosely affiliated group*’ and not the, *Clay Shirky in Here Comes Everybody
  10. 10. Other grassroots movementsMovements use either story (Undroppable) or community (All Out), or acombination of story and community (Alpenliebe Kindness Movement),to connect with people and gain supporters.1), 2), 3) – Alpenliebe Kindness Movement
  11. 11. 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 four key areas:crowdsourcing, storytelling, citizenship and social data. Crowdsourcing Storytelling Citizenship Social DataMahindra Spark the Rise @MarsCuriosity #Kony2012 MTV Fantasy ElectionFor more reports, visit:
  12. 12. 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
  13. 13. People’s Insights Annual ReportIn early January 2013 we will publish the ten-part People’s InsightsAnnual Report, in which we synthesize our insights from 2012 andprovide foresights for business leaders and change-makers for 2013.Now & Next: Future of Part 1: Crowdfunding Part 2: Behavior Change Engagement Games(coming soon as an iPad app)Subscribe to the report at:
  14. 14. 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
  15. 15. For People’s Labsolutions,