Groundswell is a multi-platform project aimed at inspiring individuals to effect positive changes for the planet through a transformational documentary and digital media strategy. Targeting the 'cultural creatives,' it seeks to engage audiences with validated and transparent information, providing tools for connectivity and innovation. The initiative promotes sustainable living and aims to build a community committed to addressing pressing ecological issues.

1. Groundswell
people. change. future.
Positioning statement
Groundswell addresses the need for people to come to the
understanding that the future of the planet will be shaped
by our actions right now
Behavioural change is actually necessary to realise this
And that change is possible
Commercial-In-Confidence
©2011 Under The Sun Media Pty Limited.
All Rights Reserved.

2. Groundswell is a multi-platform project that uses a feature
length documentary to inspire people to create necessary
planetary change

3. “We have a problem, a Very Big Problem, because we
have already passed the limits of the planet’s capacity to
support our economy.”
Paul Gilding, ‘The Great Disruption’
“Right now over 70 percent of the world population is
convinced that something serious has to be done about
the dangers facing the planet.”
Paul H Ray and Sherry Ruth Anderson, ‘Cultural Creatives’

4. The Situation
o The ecological system that supports human society has
hit its limit
o Infinite growth is no longer possible
o It’s the beginning of a change of economic and social eras
o Big business and government have a vested interest in
maintaining the status quo

5. The Film: The Transmodernist(working title)
Demand for change is sweeping the world in a series of dramatic
economic and social events – now Dr Paul Ray, the man who predicted it
all, stakes his life’s work on bringing about a change of eras…
The Transmodernistis a transformational documentary, which presents
the very latest research from independent global experts.

6. Groundswell will position itself as the
Trusted Advisor:
o Valid
o Transparent
o Authentic
It combines factual and drama in popular
entertainment media.
Key independent global academic experts and thought leaders
have committed to the project.
It is non-threatening, engaging and entertaining
for the audience.

7. The Audience
The initial and core audience in the Groundswell distribution campaign is
identified as the 'Cultural Creatives’.
This is a sub-culture that makes up 35% of the American adult population.
It is a measurable fact that around 25% of people in the developed world
seek a sustainable way of living.
The term Lifestyles of Health and Sustainability (Acronym: LOHAS) describes
individuals that fit this profile, and the market for the goods, services and
media they seek. Their values reflect in their purchasing choices.
It is a proven fact that over 100 million LOHAS consumers in the developed
world are actively seeking a more sustainable and ethical lifestyle.* The market
for these products and services is currently worth over $US500 billion.*
*Source: Mobium Group – Living LOHAS© 3 – Consumer Trends report – Australia – 2010.

8. The Audience
LOHAS Leaders
Extremely strong and deep values | Strong levels of participation | These are our advocates
LOHAS Leaning
Strong to moderate values | Positioned for further involvement | Our target audience
LOHAS Learners
Recent awareness | Yet to participate deeply | Our large potential mainstream audience
Source: Mobium Group – Living LOHAS© 3 – Consumer Trends report – Australia – 2010.

9. Campaign Approach to Release
Initially, Groundswellwill appeal to the values of an EXISTING AUDIENCE
(Leaders + top 50% Leaning = 30% of adults) seeking out validated and
transparent information. They like authentic facts, dislike spin and hype,
but still have a desire to be entertained. They will relate individually and
become advocates.
The second level of release will penetrate to an EMERGING AUDIENCE
(bottom 50% Leaning + Learners = 63% of adults) that have recent
awareness and a values profile less aligned than the existing audience.
Yet to participate deeply in making change, they stand as a large
potential.

10. Content Delivery
Through using feature film, Facebook, Twitter,
mobile applications and web site we encourage
our audience to look at their own social and
economic practices, seek out better ways of living
on the planet, and connect with other people in
doing this.

11. The film is promoted (before release) and sustained (after release)
through a digital media strategy, which has a chief goal of driving users
to join the Groundswell Facebook group and the web site.
The Facebook group encourages people
to share stories about changes they are
making in their lives to help the planet.
The web site is a welcoming environment that delivers information
and encourages discussion around Groundswell.
The digital media strategy will be an audience driver to the feature.

12. Broadcast Opportunities
The Transmodernist will be positioned with major broadcasters and
film festivals around the world.
Elements of the material shot for the feature will be used in the
creation of a documentary series and/or one-off for broadcast after
the feature release.
Content can be delivered for television broadcast, website and
digital media, in-flight entertainment, DVD, VOD and non-theatrical.

13. The Benefit
Groundswell offers people pride and fulfilment in being part of a community
working towards positive outcomes for the planet and future generations.
It is non-threatening, engaging and entertaining for the audience.
Groundswell = Trusted Advisor.
Groundswell combines factual and drama in popular entertainment media.
It plots outcomes and provides tools for
connectivity and innovation.
It is of planetary relevance.

14. Groundswell
people. change. future.
Positioning statement
Groundswell addresses the need for people to come to the
understanding that the future of the planet will be shaped
by our actions right now
Behavioural change is actually necessary to realise this
And that change is possible
Commercial-In-Confidence
©2011 Under The Sun Media Pty Limited.
All Rights Reserved.