Creativity for good

The idea that problems which have often seemed too large to overcome can in fact be helped by smart

thinking and simple ideas with a touch of creativity, when you tap into some universal truths.

It works for charities.

Charity Water

Truth:

People are discouraged from donating to charity because they believe they cannot afford it.

Truth:

People are discouraged from donating to charity because they believe they cannot afford it.

Opportunity:

Take an occasion where people are already spending money and encourage a change of behaviour.

It works for the community.

The Copenhagen Wheel

Truth:

Copenhagen residents have a large use of bikes to commute around the city.

Truth:

Copenhagen residents have a large use of bikes to commute around the city.

Opportunity:

How can we reward people for this behaviour and improve their experiences so more people get

involved?

It works for brands.

The Times of India

The brief:

Improve the perception of the publication to remove their reputation for “yellow journalism”

Truth:

India is home to the largest population of English educated people on the planet.

It is also home to millions of people who live in the slums, and who have pressure to earn

money therefore drop out of school.

Truth:

India is home to the largest population of English educated people on the planet.

It is also home to millions of people who live in the slums, and who have pressure to earn

money therefore drop out of school.

They saw this as an opportunity to use this as a catalyst for change.

Teach India was an initiative that aimed to attract 5,000 volunteers over the course of the campaign

(an optimistic target) to teach children English.

Teach India was an initiative that aimed to attract 5,000 volunteers over the course of the campaign

(an optimistic target) to teach children English.

After 1 week they had 10,000 volunteers.

Teach India was an initiative that aimed to attract 5,000 volunteers over the course of the campaign

(an optimistic target) to teach children English.

After 1 week they had 10,000 volunteers.

By the end of the campaign they had over 100,000 volunteers.

This meant 2 million children were given the opportunity to learn to read.

And the Times of India won a Grand Effie.

Volkswagen

The brief:

Promote “Blue Motion Technologies” - a series of innovations in cars which help reduce their

environmental impacts.

Truth:

Making something enjoyable encourages positive behaviour.

But also put the challenge out to the public for their suggestions.

This was the winner...

Now it’s over to you.