It was the white pencil sharp'ner last night in covent garden, with mr Manchipp hosting a panel discussing 'how using creativity can change the world'. The white pencil brief is about raising awareness of a charity, Peace One Day, so the challange is to use creativity to engage people and make them 'give a shit, and do something'.
It was a brilliant evening with loads of ideas flying about, but here are some points I found really interesting...
Unlike selling a product, where conventional print advertising is enough to communicate a message, getting someone to change there social behavior involves exploiting a range of different / new channels to encourage a behavioral change. Tell them something, they'll forget. Remind them, and they'll remember. But involve them, and they'll understand.
Behavior is responsive, smile and someone will smile back. Be angry, and the same will happen to you. So to get people to change, you have to lead by example.
Getting people to change their behavior must be made as easy as possible, give people the tools to facilitate change, you have to put something in peoples hands.
A guy from VentureThree seemed to think the problem lay with those 'big bad companies' i.e. coke-cola, that influence so many. Persuade them to change, and it will filter. Interesting...
What for me however stole the show, was a comment Sanky made. He was talking about us, what we can do to raise awareness of peace one day. Start with something, something that you can do. A brilliant example he mentioned was Movember, an initiative that started with a few friends but something that has gone global and make millions for charity.
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