Media – A Tool for Social ImpactMedia – A Tool for Social ImpactProject Proposal:Project Proposal:

‘‘Bandwagon marketing – a recent Bandwagon marketing – a recent phenomenon in creating phenomenon in creating

awareness amongst the masses’awareness amongst the masses’

A presentation by Bradley TriggerA presentation by Bradley Trigger

Aid efforts are ongoing…Aid efforts are ongoing…

We can do more…We can do more…

World’s Worst Hidden DisastersWorld’s Worst Hidden Disasters

MalnutritionMalnutritionCentral African RepublicCentral African RepublicTuberculosisTuberculosisCongoCongoSri LankaSri LankaChechnyaChechnyaSomaliaSomaliaHaitiHaitiCentral IndiaCentral IndiaColombiaColombia

Source: The Bulletin Online – Katherine Fleming – 16 Source: The Bulletin Online – Katherine Fleming – 16 January 2007.January 2007.

The internet as a powerful The internet as a powerful marketing toolmarketing tool

MySpaceMySpaceFacebookFacebookYouTubeYouTubeEbayEbaySomethingawful.comSomethingawful.comeBaum’s WorldeBaum’s WorldBloggingBlogging

““Thanks to technology, we have entered an era Thanks to technology, we have entered an era where no news story passes without an army of “citizen journalists” where no news story passes without an army of “citizen journalists” pitching in to report and comment on thousands of weblogs pitching in to report and comment on thousands of weblogs (Hughes, 2005)”(Hughes, 2005)”

““We’re getting out information that traditional media We’re getting out information that traditional media has not access to…certain areas have been cordoned off to has not access to…certain areas have been cordoned off to traditional media by the Tamil Tigers (Gupta, 2004)”traditional media by the Tamil Tigers (Gupta, 2004)”

‘‘Bandwagon Marketing’ definedBandwagon Marketing’ defined

““The use of the internet to promote an idea, The use of the internet to promote an idea, concept or issue to a broad audience concept or issue to a broad audience

through tapping into popular culture and through tapping into popular culture and user habits”user habits”

Case Study 1 – Star Wars KidCase Study 1 – Star Wars Kid

Case Study 2 – Elena Filatova - Case Study 2 – Elena Filatova - KiddOfSpeedKiddOfSpeed

Further examplesFurther examples

Amir Massoud Tofangsazan – EbayAmir Massoud Tofangsazan – Ebay

David ‘Elsewhere’ Bernal – Liquid Dancing David ‘Elsewhere’ Bernal – Liquid Dancing – Kollaboration 2001– Kollaboration 2001

Evan Steiner – a good example – a fight Evan Steiner – a good example – a fight against povertyagainst poverty

Somethingawful.com – Richard ‘Lowtax’ Somethingawful.com – Richard ‘Lowtax’ KyankaKyanka

Clerks II and Snakes on a Plane Clerks II and Snakes on a Plane

The ProjectThe Project

Two main elements:Two main elements:

A ‘production designed for distribution across A ‘production designed for distribution across the internet; andthe internet; and A website – a portal for information and links to A website – a portal for information and links to aid agencies.aid agencies.

The ProductionThe Production

Creative edge;Creative edge;

Hard hitting;Hard hitting;

Realistic; Realistic;

No media censorship;No media censorship;

Can’t hold back;Can’t hold back;

Original; andOriginal; and

Easily distributed; ie. Email friendly.Easily distributed; ie. Email friendly.

The media’s involvementThe media’s involvement

A by-product of the success of the projectA by-product of the success of the project

The media – an entertainment businessThe media – an entertainment business

Driven by ratingsDriven by ratings

Bandwagon effect impacts on the media Bandwagon effect impacts on the media

Socially responsible because that is the Socially responsible because that is the direction that the project drivesdirection that the project drives

AlliancesAlliances

A major media network – ie CNNA major media network – ie CNN

Established, reputable aid agenciesEstablished, reputable aid agencies

The WebsiteThe Website

ControversialControversial

World map highlighting hot spotsWorld map highlighting hot spots

Detailed, extended written version of the Detailed, extended written version of the ‘production’‘production’

Links to reputable sources – increasing Links to reputable sources – increasing awarenessawareness

Links to government and non-government Links to government and non-government aid organisationsaid organisations

Unresolved issuesUnresolved issues

Legal and commercial considerations.Legal and commercial considerations.

Impact of politicsImpact of politics– Both Corporate and GovernmentBoth Corporate and Government– Influence on the mediaInfluence on the media

Website requirementsWebsite requirements

Budget requirementsBudget requirements

Together, Together, We can make a difference.We can make a difference.