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WeHonorAll 
Concerted Challenges that Leverage Inclusiveness 
Purposeful Connection 




  How can social media help create purposeful 
  connectedness for Americans domestically? 
Core Concepts 
What:        A  platform  to  rally  new  and  existing 
             users  through  a  shared  challenge  to 
             connect for a purpose 

Why:         Induce Trial 
             Target specific demographics 
             Create a social good 

Examples:    A tweet for every veteran 
             A tweet for every breast cancer survivor 
             A tweet for each product GAP sells 
Use Case of WeHonorAll 
                   Honoring Cpl Bob Smith
                   from ME for serving
                   America #WeHonorAll




  Recognize all 1.5M active‐                Shared Experience 
  duty service members in                       Real‐Time 
  America’s first participatory                 One‐to‐One 
  holiday on Veteran’s Day.                     Inclusive 
Demo 
Media Attention 


                   11/11/11 
Social Good 




     “ Less than 1% of the population is 
             “ 
       doing  100%  of  the  Fighting. 
       Nothing  is  asked  of  us  in  any 
       fashion. 
                         Tom Brokaw 
                         January 27, 2011 
WeHonorAll 
Concerted Challenges that Leverage Inclusiveness 
Framework 
            Life Partner 
                                              WeHonorAll 



                 Friend 
In+macy 




                                                  Collec/ve Ac/on 
              Colleague 



           Acquaintance 

                                              One‐to‐One 
                            chatroule3e 
                  None 
                            Symmetric                                Asymmetric 

                                           Connectedness 
Latent Demand 




           Chris Anderson (2006), The Long Tail 

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We Honor All