Globally we are becoming aware of how the individual choices we make affect the collective wellbeing of the 7 billion who coexist on the planet. Individuals want their decisions to act positively towards the end of inequality and are ready to work with those that help them achieve this. Organizations in both the nonprofit and for profit industries are beginning to capitalize on this desire for meaningful action. Social media is a tool for change, creating upheaval in industries from music to marketing and recently, the way individuals are involved in global change. Used in conjunction, social media and gamification could give individuals a platform to connect all of their actions for change and partner with organizations that are giving them social options for action towards global human rights goals.

1. Uniting Individual Action
Through Social Media for
Global Change
Caitlin Fader
Candidate for Graduation
Spring 2012

2. Current State of Social Media as a Tool
Individual Action for Change
for Global Change
Gamifying Social Good
Action for the United Nations

3. Current State of Individual
Action for Global Change

4. Philanthropy
Voluntary Giving Voluntary Service Voluntary Association
Bequests
8%
Foundatio “in certain economic
ns
14%
situations, individuals will
widen their space of
strategies, including
Corporati
decreased from elements able to promote
ons
5% 26.8 percent to cooperation, to overcome
dead-ends, created by
Individuals
73% 26.3 percent over individualistic behaviors”
the last year
“many 8.1 billion hours
individuals, corporations,
and foundations cut
back on giving as their
income, profits, and
endowments fell”
(The Center on Philanthropy at Indiana University ii), (Corporation for National and Community Service ), (Caparros, Pereau and Tazdait 104)

5. Economic Action
• Creating New
Demand
• Shaping Current
Demand

6. Creating New Demand
$180 million raised
Involved a community of 2.3 million +
((RED) )
Over 1 million shoes sold and given
Involved a community of 2.7 million+
Sold over 50,000 whistles
Founder named Forbes 30 under 30 Law and
Policy
(Falling Whistles)
(TOMS)

7. Shaping Current Demand
(Slavery Footprint)
Slavery Footprint attempts to “use the free market to free people” by “allowing consumer to visualize
how their consumption habits are connected to modern-day slavery” (Slavery Footprint)

8. The New Consumer
They are looking to brands and
People Want to Act companies to help them do this
globally there has been a rise in the amount of people 71% of consumers “believe brands and consumers could
who think “people like me” should be doing the most to do more to support good causes by working together”
support good causes (Edleman) (Edleman)
This will affect their purchasing
decisions They’ve already started acting
80% of people indicated they were likely to switch brands 41% of consumers bought a cause product or service in
for one that supported a cause over one that did not the past 12 months (Cone)
(Cone)

9. The Blurring Lines
“not social responsibility, philanthropy or even sustainability, but a
new way to achieve economic success … capability to lead social
progress in ways that even the best-intentioned governmental and
social sector organizations can rarely match” (Porter and
Kramer, Creating Shared Value 17).
Societal
Value

10. Social Media as a Tool for
Change

11. Tool for Change
(Peters)
(Andersen)

12. Individual Social Good
“digital technology is a game-changer in the world of positive social
change … laying a foundation for individuals to empower themselves and
create positive social change” (Walden University 5)
People are Participating Digitally
47% of people said they had expressed an opinion on a Not Just a Fad
social change issue on a blog or website while 43% had 65% of adults do not believe that using social media to
joined or created a group on a social networking site that get involved is just a fad (Walden University 11)
as dedicated to an issue (Cone)

13. Kony 2012
Most “viral” video ever
created reaching 100 million
views in just 6 days
(Wasserman).
(O'Neill)
?

14. Gamifying Social Good

15. WeTopia
• 800,000 active users in 6 months who have contributed to
• Building two schools
• Donating 1 million gallons of water, 650,000 meals, 2,000 multi-vitamin
doses, 2,500 shoes and 4,000 coats
(Hernandez)
(Sojo Studios)

16. Gamification
15 million users, 1 billion check-ins,
500,000 businesses using merchant
platforms
(Foursquare)

17. Common Goals
(United Nations )

18. My Development Dashboard

19. (United Nations )

20. Partnering for Change
Partnership allowed for more than
800,000 children previously out of
school in the 500 villages in Uttar
Pradesh to attend primary school
(United Nations Global Compact 62)
(IKEA)

21. Action for the United Nations

22. Goal 1: Supporting Individual Action

23. Goal 2: Brand Revitalization
Strategy 1: Rebrand
With the goal of sustaining the MDG campaign
moving forward, the United Nations should
examine their current brand to create a
cohesive message for the future.
Tactic 1: Brand Purpose
Tactic 2: Redesign of Logo (United Nations )
Strategy 2: Consolidation
Tactic 1: Brand Property Survey and
Consolidation
(Facebook)

24. Goal 3: Awareness and Engagement
Strategy 1: Interactive Displays
Tactic 1: Major City, College Main Square, and
Mall Interactive Displays
Strategy 2: Utilize partnerships to increase
reach and awareness of message.
Tactic 1: Product Wrapping
Strategy 3: Large Event Takeover
Tactic 1: Media Involvement
Tactic 2: Player Engagement

25. Goal 4: Commitment to Education
Strategy 1: Educational Materials
Tactic 1: Media Partnership Calls to Action
Tactic 2: Livestream Lectures

26. Goal 5: Sustained Engagement
Strategy 1: Sustained awareness through
ongoing programming
Tactic 1: The UN Development Goal Show
Strategy 2: Award Celebration

27. Conclusion

29. Works Cited

30. The Center on Philanthropy at Indiana University . "Giving USA 2011: The Annual Report on Philanthropy for the Year 2010." 2011.
Corporation for National and Community Service . Volunteering in America 2011 Research Highlights. Corporation for National and Community Service .
Washington DC: NationalService.gov, 2011.
Caparros, Alejandro, Jean-Christophe Pereau and Tarik Tazdait. "Mutual Aid: An Indirect Evolution Analysis." Rationality and Society 22 (2010): 104-128.
(RED) . The ONE Campaign. 20 November 2011 <http://www.joinred.com/red/#impact_134>.
TOMS. toms. 10 April 2012 <https://www.facebook.com/toms>.
Falling Whistles. 50,000 Strong. 20 March 2012
<http://www.fallingwhistles.com/2012/01/25/50000-strong/>.
Slavery Footprint. Take Action. <http://slaveryfootprint.org/my-footprint#results>.
Edelman . "Citizens Engage! Fourth Annual Global Consumer Survey ." n.d.
Cone. 2010 Cone Cause Evaluation Study . Boston : Cone LLC, n.d.
Porter, Michael E. and Mark R. Kramer. "Creating Shared Value ." Harvard Business Review January 2011: 1-17.
Andersen, Kurt. "The Protestor ." TIME 14 December 2011.
Peters, Meghan. "Social Good Summit 2011: A Worldwide Success ." Mashable. New York , 30 September 2011.
O'Neill, Brian . "KONY 2012: a wakeup call for United Nations ." The News Tribune 9 March 2012.
Walden University. "Social Change Impact Report." Walden University, n.d.
Hernandez, Brian A. "WeTopia Brings Social Good to Facebook Gaming ." Mashable 11 April 2012.
Sojo Studios. 15 December 2011 <www.sojostudios.com>.
Foursquare. About foursquare. <https://foursquare.com/about/>.
United Nations. About the Campaign . 20 March 2012
KEA. About IKEA. 6 March 2012 <http://www.ikea.com/ms/en_US/about_ikea/our_responsibility/partnerships/index.html>.
UN Millennium Development Goals . UN Millennium Development Goals . 10 February 2012 <https://www.facebook.com/wecanendpoverty>.
United Nations . Stand Up and Take Action . 20 February 2012 <http://www.endpoverty2015.org/en/stand-up>.