Good Guys Come Firstthe all-around guide to creating world-bettering communications

“All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it

onto a higher level.”

Bill Bernbach

Want to use your creative power to create world-bettering communications and innovations?

Believe that business should play a more active part in adding value to people’s lives?

Believe what’s good for society can also be good for business?

Strive to understand people’s needs, desires, pains and aspirations?

Believe that the only thing limiting you is your creativity?

Do you..

If you tick off at least one of the boxes, then this guide might just be perfect for you!

As one of the most prominent users of media, brands have a power that no one can undermine. Many of them have power even greater than nations to shape and influence the society. The question is how do we, as brand advocates, exert that power?

The ever-changing dynamics in today’s world, coupled with the seamless flow of information between people have created a more well-informed, active class of consumers. The connected consumers of today monitor brands’ merits and mishaps, leaving brands nowhere to hide. The more demanding consumers expect brands to take a more active role in people’s lives, leaving only emphatic brands to excel. In today’s world, only brands that levels with their consumers win.

Brands’ responsibility to make people live better should not be confused with CSR. The responsibility relates more to how a brand defines its role in the world. Robyn Putter, then the leader of Ogilvy & Mathers, asserted that “the brands we most admire are built not just on big ideas, but on big ideaL.” The big ideaL brands are built on an underpinning ideal that projects their view on the world that engages people from and within the organization. Clearly, a first step towards being idealist is to really understand what problems out there the brand want, and can, solve. As consumers become more active and demand greater responsibility from brands, the “profit at any cost” model is no longer sustainable. They key to business sustainability in the long run thus lies in the impact that businesses bring in their effort to add value to people’s lives.

In relationships, good guys might finish last. However, as a brand, being the good guys can actually make you come first in the hearts and minds of people.

INTRODUCTION

Most of us creatives have the creative capacity to come up with big, novel ideas that can attract the attention of millions. However, creativity alone is not enough when it comes to adding value to people’s lives.

There’s also a need for compassion – the innate understanding of how people live and what they believe in. Creativity creates the wow factor, while compassion enables us to design experiences that speak to people’s hearts.

It is in the intersection between creativity and compassion that the g-spot of world-bettering communication lies (that stands for goodness spot, by the way..)

CREATIVITY COMPASSION

THEG-SPOT

THE PROCESS

Most of brand strategic planning starts with exploration of consumer’s needs, with the aim of defining insight areas that intersects with the value(s) of the brand. Those insights are subsequently synthesized into a set of big idea/proposition that directs the creative execution. The system has worked wonders in decades but it might not truly reflect the dynamics of today’s world. Why?

One. Boiling down insights into a single-minded proposition prior to the creative exploration limits the ability of creatives to diverge in different directions. To create an unexpected, game-changing idea often require us to wander through the wild side.

Two. To identify areas where brands can add value to people’s lives require a thorough understanding of people’s life context - the area in people’s lives in which the brand can play an active role to make a difference. Thus, the exploration area should not be constrained by the brand fit, as the areas where the brand can play the biggest role might not be within the current values of the brand.

To create world-bettering communications and innovations, probably what we need to do is some reverse engineering. Allow yourself to wander through the complex, yet wonderful realm of people’s life contexts. Immerse yourself in a world of non-constrained creativity. Once you get a hang of it, then let’s talk business.

DISCOVERUnderstand the various aspects in people’s lives where the brand can fit in.

EXPLOREAddressing gaps in various aspects in people’s lives, using human-centered creative exploration.

NAVIGATENavigate the internal dimension of your business/brands, to identify potential area for social progress.

DEFINESynthesizing creative ideas and brand fit assessment into a set of brand vision.

FEASIBILITY & BRAND FIT

ASSESSMENT

PROPOSITION

DISCOVER

DESIRE NEEDPAIN MOMENTS HABITwhat do I wish

to happen?

First and foremost, put your ego on hold. Always start your process by trying to understand the various contexts in people’s lives where your brand might add value and make a real impact. We have synthesized five most common variables that influence an experience in people’s lives: desire, pain, need, moments and habits.

why do I do this?

how do I do this?

when and where do I do

this?

what are the gaps between reality and my expectations?

Try to picture a holistic view of people’s life context, by asking as many questions as possible on each of the experience variables.

desire need pain momentshabitswhat is the underlying desire that drives the

need?

what are the common pains people experience when trying to fulfill the

need?

In what moment does the need usually emerge?

what are the common habits that people

undergo when trying to fulfill the need?

what unfulfilled desire causes the pain?

In what moment does the pain usually emerge?

what are the common habits that people

undergo when dealing with the pain?

what is the underlying desire that drives the

habit?

what are the common pains people experience

when exercising the habit?

In what moment does the habit usually takes place?

what are the common desire people have when

experiencing the moment?

what are the common pains people experience

in the moment?

what are the common habits people exhibit

when experiencing the moment?

what are the common pains people experience when trying to fulfill the

desire?

In what moments does the desire usually

emerge?

what are the common habits that people

undergo when trying to fulfill the desire?

desi

rene

edpa

inha

bit

mom

ents

what unfulfilled need causes the pain?

what is the need that creates the habit?

what are the needs that drive the moment?

what are the needs that manifests the desire?

DISCOVER:EXAMPLE FROM BANKING

EXPLOREOnce we have a holistic picture of the people’s life context, it is time to put

our creative magic into play. While a great part of what makes creativity lies in the novelty of the concept, but a creative work adds little value if it

is not useful.

To aid you in capturing the usefulness essence of some of the great creative work out there, we have synthesized insights from behavioral

psychology and case studies from communications and services that adds value to people’s lives. Hope the case studies can inspire you to create

your own world-bettering communications!

Against the normsHow might you influence a behavior by enabling people to compare their performance relative to others’?

People resort to heuristics, or rule of the thumb to guide their behavior and decisions. These rule of thumbs may not be ideal, but it helps people to reach a decision without a great deal of complexity.

Social heuristics, or the tendency to follow the majority/leader, is a common tool that people use to guide their actions.

Example:US energy company, OPower, compare their customers’ rate of electricity use to their neighbors. The initiative resulted in a drop of power with an average of 1.8% and a peak of 2.9%

Source: Nudges, Water Consumption and a Utility bill - medium.com, Dan Ariely - Psychology of Money and habits (Blog Post)

Put a face on the storyHow might you use a personal angle to communicate a pain in a particular life aspect?

People identify better with a specific person’s story than a soulless statistics. The effect of one individual, identifiable, person can evoke much deeper feelings, emotions and sympathy than a large group of anonymous individuals.

The identifiable victim effect means that the attention that people put on different level of events is not based on the objective impact of the event but more on the way the event impact their emotions.

Example:A picture of a single, starving child in Mali called Rokia generates fifty percent more in donation to the Save the Children foundation, in comparison to when they provided a list of statistics about starvation throughout Africa.

Source: Thomas Kolster - Goodvertising, Identifiable Victim Effect - Paul Slovic,

If its of any consolation..How might you encourage people to do socially benefiting activities, as a way for them to compensate their problematic behavior?

Sometimes when it comes to encouraging people to change a problematic behavior, we have to play the lesser of two evils. Though its not ideal, but compensating a behavior with socially benefiting activities is still better than doing nothing at all.

What we can only wish is the sense of generosity that comes out of performing socially benefiting activities will transcend into a a sense of doing good to one-self.

Example:Norte beer created a campaign to give men legitimate excuse to go out to bars with their friends. For each bottle of Norte beer bought, they donated one minute of time doing good. By the end of the campaign, 50.000 minutes of time has been donated by Norte.

Agency: Del Campo Nazca Saatchi & Saatchi, Buenos Aires

Source: Thomas Kolster - Goodvertising

Motivate through funHow can you make changing a behavior a fun and exciting thing to do?

People are more willing to change their problematic behavior when the motivation comes from within, instead of externally imposed.

One effective way to nurture intrinsic motivation is by turning the dreadful/mundane aspect of changing the behavior into something enjoyable and personally rewarding.

Example:As part of their “Fun Theory” campaign, Volkswagen tried to encourage people to take the stairs instead of escalators, by turning it into a piano stair. On a given day, 66% more people take the stairs.

Agency: DDB Stockholm

Source: Fun Theory Case Study - Volkswagen

Encourage a BehaviorHow can you encourage a behavior by emphasizing a gain that people might not be aware of?

People are more likely to be appealed to an offer if it is framed in terms of its associated gains.

One way to encourage a behavior is by describing the choices that people have in a way that the desired outcome represents a relative gain.

Example:Organ Donation is a sensitive subject in Brazil and family authorization is often the biggest barrier in donating. Ogilvy Brazil created a campaign that gives people a reason they never thought about donation: their passion for their football team. Sport Club Recife is known to have the most die-hard fans in Brazil. Through an elaborate PR-campaign, they encourage people to be the immortal fans for their team. By donating, their eyes, their heart, their lungs, could keep cheering for Sport Club Recife.

Source: Artefact Behavior Change Strategy, cannes.ogilvydo.com,

Minimize the LossesHow might you encourage a behavior by minimizing the perception of loss associated with adopting that behavior?

People are generally loss averse and their emotional reaction to a perceived loss is about as twice as intense as their joy of comparable gain: getting $100 feels pretty good, but losing $100 is absolutely miserable.

Example:A new pension format, “save more tomorrow,” was designed to appeal to young people, who are generally averse to saving. The scheme cost nothing until they receive a pay rise - at which point percentage of their pay rise go automatically to pension fund. This way, the saver never saw a reduction in their disposable income.

Source: Dick Thaler and Cass Sustein - Nudge, Dan Ariely - Loss Aversion

Connect with a causeThink of a way for your brand to campaign a cause that relates to the brand’s values

Most brands out there have a value that is greater than the functional use of the brand itself. Coca Cola advocates happiness. Dove is promoting real beauty.

Brands that passionately campaign their value and idealism have a better chance to capture people’s trust and loyalty. To connect with a cause is a powerful way to turn communication into action.

Source: Thomas Kolster - Goodvertising

Example:Ben & Jerry social mission is to contribute in making the world a better place. To show their support to the legalization of gay marriage in Vermont, they renamed its “Chubby Hubby” ice cream “Hubby Hubby.” It also come with a repackaging and special sundaes available in their stores as part of the celebration. Their move showed that they care about social issues and are willing to take action.

Instant FeedbackHow can your brand provide instant and ongoing feedback on people’s progress in trying to change a certain behavior?

People have the tendency to over value immediate gratification than bigger gains that only arise in the future. As the gain that one gets from changing a problematic behavior is not instantly visible, a feedback mechanism that can show real-time progress of people can serve as a tool to keep people going.

Feedback gives people the assurance that their goal is achievable, and it gives motivation for them to keep improving their progress on changing the behavior.

Example:Nike Fuel Band is a wrist-band that tracks people’s active life using nikefuel - a universal way to measure all kind of activities. It tracks not only how much, but also how often and how intensely the user’s move. It gives real time feedback and insights, as well as the feature to compare your performance with your friends.

Source: nike.com

Help Simplify LivesIdentify a task in your consumer’s life that they consider to be complex. How might you strip off that complexity?

More and more people expect brands to take an active role in solving real problems and strip off complexities in people’s life.

In the increasingly complex world, where people are drowning in information, brands who win the heart of people are the one who can simplify people’s lives, in a simple way.

Example:M-PESA is a mobile payment system initially launched by Vodafone in Kenya. It provide a simple yet secure platform from which to send and receive payments using traditional mobile phones. The platform tackle multiple complexities in people’s lives at once: safety, comfort, and accessibility.

Source: sagentia.com (m-pesa case study)

Challenge ConventionThink of an idea that challenges the existing rule of communication in your brand’s category

Today’s more informed consumers relates better with honest, empowering brands.

As the existing rule of communication in many categories still follow the traditional rule of thumb: seduce in all ways possible, only brands that challenge the norm and have strong ideals can win the heart of people.

Example:Pantene launched “Labels Against Women,” a campaign that addresses the unfair treatment of women. They depict situations where women are labelled differently than men despite their same action. While most other shampoo brands focus their message around “shiny, strong hair,” Pantene challenge the convention and take the the meaning of “be strong and shine” into a whole new context.

Agency: BBDO Guerrero, Philippinnes

Source: Thomas Kolster - Goodvertising, brandfailure.com

Random Act of KindnessThink of a selfless way to add little value to people when they are exposed with a particular challenge

People are increasingly wanting to see the human side of brands, and they expect their interaction with brands to be more genuine. Random Act of Kindness (R.A.K) is about surprising and delighting people with simple gesture of compassion.

A word of caution: R.A.K is not simply about rewarding people. Just like any act of kindness, its the gesture that matters.

Example:Interflora UK has launched a campaign where they monitored Twitter to identify people having a bad day, and responded by offering them free flowers to cheer them up.

Source: trendwatching.com

Feel the Future, NowHow might you make people feel the future consequences of a problematic behavior in the present?

People put much more weight on the present than future losses. One of the reason why it is hard to change problematic behaviors is because the consequences of many of them can only be felt in the future.

Fortunately in this case, people also have the tendency to go great lengths to avoid loss, if they can feel it. Therefore, they will be more likely to change a problematic behavior if they can feel or have a visceral experience of the future consequences in the present time.

Example:To tackle kids obesity problem in the U.K, British Heart Foundation created Yooboot, an online game where kids can create and nurture a digital version of themselves. Children could experiment on their yooboot by setting its diets and activity routines. As one human day equates to three yooboot years, children can rapidly see the impact of their food and lifestyle choice, both short and long term.

Source: marketingsociety.co.uk (Yooboot case study)

Touch (the right) PointThink of a context or touchpoint that is most impactful in communicating a particular issue/pain point

Medium and touchpoint have a great power to build context in communications.

By being creative with the medium in which you want to deliver a message, you provide an avenue for people to experience the message in a surprising, yet relevant manner.

Example:To raise awareness for charity, a listing is made in airbnb of a flood-stricken village slum in Jakarta, Indonesia. The honest depiction of the village is listed in the least expected medium, a holiday rental website.

Agency: Iris Indonesia

Source: airbnb.com

Make it visceralThink of a viscerally engaging approach to expose people with a particular problem that other’s faced in a particular life aspect

Visceral message often triggers strong emotional reaction that may not be derived from logic or reason.

As people decision making is highly influenced by their emotional state, visceral message gives a sense of connection to a particular subject, the feeling of “being there.”

Example: Amnesty International draw attention to the global issues that they are dealing with by bringing the issues into people’s immediate surrounding. They do this by creating 200 posters that painstakingly mimic the background of the surroundings. Each poster is superimposed with an image depicting an issue Amnesty is dealing with.

Source: wheregoodgrows.com (Amnesty case study)

Positive SpinThink of a positive angle to communicate your message in a light hearted, non-condescending way.

A negative reminder is known to push people into denial and prevent them from changing a problematic behavior.

Motivation that comes from external force is not as sustainable as motivation from within, which can be nurtured easier through making behavior change a positive, self-fulfilling experience.

Example: The act button is an innovative concept that could help save the world, one click at a time. The “act button” is placed under sad news article about poverty and disaster. When clicked, it will direct readers to a page where they can find more about initiatives, programs, policies, and investment opportunity that could have a positive impact on the outcome of the story.

Agency: Naked Australia

Source: Mumbrella.com, techly.com.au (image)

Connect People

How might you connect like-minded people together?

The digital realm has facilitated an easier opportunity for like-minded people to connect. In today’s world, closeness is measured more in terms of shared values and interests.

Brands can create a real value by showing its person-to-person dimension and make it easy for people to connect.

Example: Instead of spending their $20 million for Superbowl ad spot, Pepsi decided to use the money to fuel “Pepsi Refresh” project, in which consumers submitted ideas for grants for health, environmental, social, educational and cultural causes. People can vote for their favorite idea, and PepsiCo funded the the winners in grants.

Source: Thomas Kolster - Goodvertising, Pepsi Refresh HBR Case Study

CollaborateThink of an issue that you cannot solve alone. Identify who you can work with and how you can collaborate together to solve the issue.

Many of society’s pressing problems are not easy to solve, especially if you aim to solve it alone.

Giving yourself into collaboration allows for shared responsibility on solving the problems. Collaboration also provide an avenue for knowledge sharing, which promotes more diverse possible solutions to tackle the problem.

Example: To promote its UltraOne Green vacuum cleaner, Electrolux partnered up with local clean up teams to create five fully functioning vacuum cleaners from plastic garbage reclaimed from the sea. As the product is made from 70% industrially recycled post-consumer plastics, the initiative not only raised awareness about plastic pollution, but also about the product itself.

Agency: Prime and United Minds, Stockholm

Source: Thomas Kolster - Goodvertising

Visualize with WitThink of an engaging, non-serious way to visualize the consequences of people continuing a problematic behavior in their life.

Sometimes, humor is the best way to effectively communicate a serious issue. When it comes to communicating a problem, people relates better to light and heart-warming message than fear-based tactics.

You can always go a long way when you bring smile to people’s face..

Example: “Dumb Ways to Die” is a Public Service Announcement campaign by Melbourne Metro Trains to promote rail safety. Instead of communicating the message through traditional safety campaign, they created a witty, humorous music video visualizing different dumb ways to die, one of which is by rail accident.

Source: hashlush.com (image)

Labor of LoveHow might you facilitate people to be more in control?

People feel more ownership to things when they make an active choice or put an effort in getting them.

The cognitive bias is often cited as the “IKEA effect,” where people place a disproportionally high value on products they partially created.

Example: Phonebloks is a fully customizable modular smart phone made up of set of “bloks” of different modules (camera, memory, etc) that slot into a base (think of the lego version of smartphone). The design gives full control to users to own-customize their phone with their needs, while at the same time reducing waste driven by endless phone upgrades.

Source: phonebloks.com

Be (positively) demandingHow might you mobilize your consumers to commit and contribute to addressing a shared issue?

People’s increasing expectations about brands responsible behavior should not be a one-way relationship. A truly passionate brand will demand their consumers to have their share of energy and effort to equally contribute on the brand’s world-bettering mission.

Ultimately, consumers will have respect for demanding brands because of their passion and commitments.

Example: The Organ Donor Foundation of South Africa collaborate with designers to create The Exchange, a pop-up shop stoked with designer-donated clothing and accessories. Customers cannot pay with cash or credit cards, instead they have to sign up for the organ donors program. Once signed up, they can choose one item from the shop.

Source: trendwatching.com (demanding brands)

NAVIGATEThe explore phase focuses more on how your brands can address gaps in

people’s lives. The stimuli, therefore, comes from the external factors. However, when you want to change something, it is essential to look deep

within yourself.

To create world-bettering communications, you have to make sure that the design of your organizations fits the necessary requirements. To level

with your consumers, the organization has to be designed to foster transparency,collaboration and honesty. Just like any relationship, trust is

the building block that keeps the relationship strong.

Admit your flawsIn what ways can you admit your flaws and nurture transparency in your business?

More informed and connected consumers have the power to judge every step that business make, so rather than trying to cover things up, business may be better off by getting naked.

Admitting your flaw is the first step to gain respect from people. If you don’t do it, someone else will do it for you.

Example: Domino’s Pizza made a bold move by admitting to public that their pizza sucked. They undertook several initiatives to admit the flaw and try to improve it. They created a pizza tracker that allow workers to get real-time feedback on the pizza quality, and changed their entire pizza recipe from the ground up so that customers can see the whole process. While doing this, sales rose 14% in the first quarter of the campaign, proving that being transparent is good for business.

Agency: Crispin Porter + Bogusky, Boulder

Source: Thomas Kolster - Goodvertising

Share a work in progressWhat do you hate about your brand that you want to change, but cannot do now? Think of a way to communicate the work in progress

Admitting your flaw is one thing, and actually improving it is another thing. Sometimes, what it takes is for you to communicate where you are now, where you want to be, and how can your customers help you along the way.

When you reveal your imperfection and aspiration, you become more human and appealing to people.

Example: Brazilian eco-friendly cosmetic brand, Natura, provides a list of their social-environmental target and failures in its annual report. The not achieved target is followed by an adjusted target for the next year, giving reader a clear indication of progress the brand try to undertake,

Source: Thomas Kolster - Goodvertising, trendwatching.com (Full Frontal)

Less is MoreHow can you minimize the number of choices people have to consider when making a decision?

People tend to make arbitrary decisions when they are faced with too many choices. When faced with variety of options, decision making become more painful as closing the door to an option is experienced as a loss.

One way to improve you brand’s service is to cut down the choices that people have to make when making any decision along your service touch point. Brands that simplify customer decision making are 115% more likely to be recommended*. Example: Banking experience can be daunting for many people. Simple is a worry free alternative to traditional banking. It is fully online, guarantees no hidden fees, and offers a powerful budgeting and savings tools build automatically into its customer’s account.

Source: simple.com* Corporate Executive Board, May 2012

Guilt FreeWhat aspect of your business can you improve to make the brand experience (more) guilt-free?

The culture of consumerism has created a never-ending guilt spiral. People are increasingly faced with a conflict between their buying impulse and the desire to be and act “good.”

As a result, people crave more for experiences that allows them to still indulge in consumption, yet worry less about the negative impact of it.

Example: Peddler’s Creamery, an artisan ice-cream shop in Los Angeles, powers its churner by asking customers to peddle a bicycle located in the store. Who would have guessed that indulgence and exercise can marry well together!

Source: Trendwatching.com (guilt-free consumption), peddlerscreamery.com (image)

Sharing is CaringHow might you promote collaborative consumption?

Collaborative consumption is an emerging trend where people can re-use, share, or lent products with others. Average people owns more stuff than they actually need on a regular basis. To promote more sustainable and responsible consumption, why not share it with others?

For businesses, tapping on the trend may bring new consumers as it will be easier (and more efficient) to experience the products.

Example: Marks & Spencer, through it Shwopping scheme encourage people to give their unwanted clothes a second life. They partnered up with Oxfam to resell all the “shwopped” clothes in places where there is demand. Within four years since the partnership began, there has been around 11 millions items donated.

Source: marksandspencer.com

Listen to your ConsumersThink of a way to incorporate people’s input in your campaign.

People are more passionate about something when they feel like they have a say on shaping it.

By having and acting upon people’s feedback as an integrated part of your campaign, you build stronger connection with your consumers, which can better ensure the long-term sustainability of your business.

Example: One of the main banks in Poland, BZ WBK, implement “Bank of Ideas,” an online system where customers can publicly suggest how the bank could improve its service or introduce new facilities. Other consumers can vote the ideas up or down.

Source: trendwatching.com (flawsome trend report)

Recover with GraceHow can you turn consumer’s disappointment into a delightful surprise?

In every service, there is always an area where gap exist between the promise that we make and the experience that people have.

To deliver impeccable service, business needs to identify that potential gap, and create a service recovery strategy. By turning disappointment into delightful surprise, business have a better chance to recover from a service failure without having to endure the long-term consequences of losing people’s trust.

Example: When a drunk employee accidentally tweet a drunken message using the Red Cross twitter account, rather than hiding it, Red Cross tweeted a humorous message that reminds people that the organization is still made up by human beings.

Source: trendwatching.com (flawsome)

Share what you don’t useHow can people benefit from the unused resources that you have?

In the spirit of collaboration and compassion, why not share some of your unused resources? Do you have any unused physical or online space that can be used for people to congregate? Can you release some hours off of your employees to contribute to the society?

Sharing things you do not currently use will not bring much cost to you, but it will surely make a mark on people’s heart. It shows that you are willing to share, and they might do the same thing as well to you.

Example: Storefront connect local designers, artisans and retailers with unused retail spaces (mall, garage, stores,etc). The renter can rent the space for a short-term period, which is great for pop-up shop concepts.

Source: storefront.com

FEASIBILITY &BRAND FIT ASSESSMENT

Rather than introducing the business constraint on the early stage of ideation, we feel that it may be more of value to let you mind diverge first. Now that you have defined creative ways for your brands to add value to people’s lives, we can talk about business.

Unfortunately, our ideals are often conflicted with our business interest. At the end of the day, if it’s not good for business then it’s simply not a good idea. If what you propose will not convert into more consumers and long-term profitability then your ideals will very likely to not last.

So, before moving on to the next stage, confront your ideas with these questions:Is it economically viable?How to fit the idea with the initial brand essence?What is the value of the idea in relation to long-term business sustainability?Do the consumers understand the value we try to bring in?Can the idea be realized soon?Does the idea fits well with the cultural value of the market it targets?

DEFINEWhat is your idealism?

Why are you in the business? What is your call to action?

How are you different?

Take time to review the ideas that you have so far. Connect different ideas and identify the big theme, and soon enough you might found the answers

to the above questions.

It might start with simple communication ideas, but when you translate those ideas into a bigger vision, who knows that you might as well found

your calling. Having a clear vision on what role you want to play in the world will guide your way to align the organizational goals to those vision.

WHY ARE YOU IN THE BUSINESS?

How can you make a difference in people’s lives?

WHAT IS YOUR CALL TO ACTION?

In which context can you most appropriately add value to people’s lives?

What people’s pain will you fight for?

WHAT IS YOUR IDEALISM?How do you think the ideal world supposed to be?

What aim can you put to be a part of that ideals?

HOW ARE YOU DIFFERENT?How can you care about what people do better than any

of your competitors?

1

2

3

4

We understand that it is sometimes hard to build conviction without showing some tasty numbers. We deliberately want to put it at the end of the guide, because we believe that what drives you to create a world-bettering communications should come from the heart, not statistics. But oh well, here it is..

I’m still not convinced..

82% of brands with high big ideaL rating were seen as the best, or one of the best brands in their category, compared to 52% of those with low big ideaL rating.(Ogilvy Added Value Research, 2010)

84% of people trust recommendations from people that they know, compared to 62% from TV Ads and 48% from social network ads.(Nielsen Global Trust in Advertising Report, 2013)

87% of global consumers believe that business needs to place at least equal weight of society’s interest as on business interest. 66% of them would recommend product or service with a good cause behind it.(Edelman goodpurpose Study, 2012)

Global Aspirational Consumers (represent one third of global consumer class) are defined by their desire for responsible consumption (92%) and their trust in brands to act in the best interest of the society (58%)(BBMG, GlobeScan and Sustainability, 2013)

Nearly 85% of global consumers expect companies to become actively involved in promoting individual and collective well-being. Most people will not care if 70% of brands ceased to exist.(Havas Media, 2011)

We have a game!Creating world-bettering communications is hard work. It requires self-motivation, collaboration, and the ability to go back and forth frustration and passion.

Here at Copenhagen Institute of NeuroCreativity (CINC), we aim to empower creative confidence in individual and we believe that creativity should be an all-around fun, engaging process.

So, to make life slightly easier for you, we decided to gamify the whole ideation process. Do you know that games put you in precisely the right frame of mind and physical condition to generate all sort of positive experiences and emotions?

Interested?Give me a shout at angga@neurocreativity.dk

Cheers,

AnggaCreativity Consultant & Toolkit Designer