Me + We for Social Change 3 steps to collaborative cause

communications

Kate Olsen @Kate4Good kolsen@webershandwick.com

We’re hardwired for empathy.

weber shandwick 2 Image credit: http://www.totuusradio.fi/

Good news! Our work is done.

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It’s harder to connect.

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It’s a noisy world … and getting noisier.

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We can’t solve social challenges alone.

Complex problems represent major opportunities. New cross-sector leaders are emerging with innovative models to solve social problems.

It’s boundary-less, multidisciplinary and collaborative — and it’s challenging businesses, governments, philanthropists and social enterprises to reimagine their role.

THE EMERGING “SOLUTION ECONOMY”

1. Choose worthy

partners

2. Tell powerful

stories

3. Use peer

pressure for

good

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1. Choose worthy partners

(aka find your tribe)

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Why partner?

— Resources

— Audience

— Ideas

— Skills

— 1+1=3

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Why not partner?

—Strings attached

—Trust issues

—Goals conflict

—Mission creep weber shandwick 11

Start small. Pilot first.

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Align mission &

values

Leverage

complementary

assets

Choose the right

partnership design

Hold each other

accountable

Measure what

matters

1

2

3

4

5

Build on a solid foundation

inspiring a generation of physical activity

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2. Tell powerful stories

(aka be authentic and

unique)

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Storytelling Principle #1:

Emotion.

Emotion.

Emotion.

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weber shandwick 17 Image credit: www.internationalpeaceandconflict.org

Dear Kate,

Ten million children die before their fifth birthday every year. Malnutrition and hunger-related diseases cause 60 percent of these deaths.

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weber shandwick 19 Image credit: emotionmatters.com

weber shandwick 20 Image credit: emotionmatters.com

If we’re not feeling,

we’re not conscious.

Storytelling Principle #2:

One – not many.

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Small – not big.

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weber shandwick 25 Source: Communications Network, Paul Slovic

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Rokia matters.

Millions do not.

Source: Communications Network, Paul Slovic

3. Use peer pressure for good

(aka use social proof)

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Supporting a cause is a social act.

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Water<less launch makes a splash

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Messengers matter. A lot.

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How will you contribute to Me + We?

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