crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 42
Unemployee of the Year
Fighting youth unemployment Unemployee of the Year is a global initiative from the United Colors of Benetton UNHATE Foundation to create awareness around youth employment and to fund 100 youth projects that drive social good.
unhate.benetton.com/
Creating awareness about the issue Benetton encouraged young people who are unemployed to create and share UNWORK CVs that document their UNWORK experience, and personalized magazine covers. 42,266 young people participated.
unhate.benetton.com/unemployee-of-the-year/community/10746-pierpaolo/profile
Crowdsourcing & funding youth projects 1,035 young people shared projects that would drive social good, crowds chose the best ones and the UNHATE Foundation supported the 100 most popular projects with â‚Ź 5,000 in funding each.
unhate.benetton.com/unemployee-of-the-year/community/wall
Benetton (finally) gets into social work In the past, Benetton has gotten flak for exploiting social issues in its advertising campaigns and not creating solutions. Unemployee of the Year is Benetton’s first initiative that proposes and invests in a solution.
1) mediadecoder.blogs.nytimes.com/
2) adweek.com/
Important issue to highlight Bloggers and journalists agree that youth unemployment is a severe problem and worth highlighting. Benetton estimates that there are over 100 million unemployed youths (15 to 29) worldwide.
guardian.co.uk/commentisfree/2012/sep/19/benetton-unemployee-campaign-flimsiest-brand-aid
Keeps youth motivated People have commended Benetton’s efforts to motivate youth to spend their free time working on creative and social good projects, and of reminding them that they are an important part of society.
peopleslab.mslgroup.com
Good insight, but UNshocking execution While bloggers agree with the cause, they have criticized the print ads for being “too boring” and not as controversial as previous Benetton campaigns, especially the UNHATE “Kiss” campaign.
1) marketplace.org/topics/business/benetton-criticized-boring-new-ads 2) http://www.adverblog.com/2012/09/20/unemployee-of-the-year/
Is Benetton’s effort enough? Several journalists also questioned whether Benetton’s efforts are “enough,” and compared the amount awarded to the 100 winners (€500,000) to the cost of the campaign (€20 million).
guardian.co.uk/commentisfree/2012/sep/19/benetton-unemployee-campaign-flimsiest-brand-aid
“Every little bit helps� Many, however, are grateful for Benetton’s efforts, acknowledging that every little bit counts. Marketers predict the campaign will help Benetton build a lasting relationship with the target market.
mediadecoder.blogs.nytimes.com/2012/09/18/benetton-ads-address-youth-unemploymentby-offering-help-to-unemployees/
Doing good is good for business Studies show that consumers prefer to buy from companies that give back to society. Marketers believe that doing good is good business and brands are implementing programs that give back to society.
guardian.co.uk/commentisfree/2012/sep/19/benetton-unemployee-campaign-flimsiest-brand-aid
Creating jobs can be good for business too Businesses are beginning to see unemployment as an issue not just for society but for their future business performance and profitability. Several companies have launched major efforts to boost job creation.
1) latimes.com/business/money/la-fi-mo-starbucks-jobs-20120612,0,1867272.story 2) wired.co.uk/news/archive/2012-11/07/microsoft-youth-unemployment
More People’s Insights Weekly reports Every week, we dive into one topic for discussion on the MSLGROUP Insight’s Network and discuss insights and foresights, in three key areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing
Storytelling:
Citizenship
Mahindra Spark the Rise
@MarsCuriosity
#Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Read People’s Lab insights and foresights The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog and the People’s Insights Quarterly magazine.
MSLGROUP Insights Network
People’s Insights weekly blog
People’s Insights Quarterly magazine
50+ MSLGROUP planners share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling.
We deep dive into conversations around one project -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights.
Every quarter, we will compile the best insights from the network and the blog in the iPad-friendly magazine, as a showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com
Coming soon: People’s Insights Annual Report In early January 2013 we will publish the People’s Insights Annual Report, in which we synthesize our insights from throughout 2012 and provide foresights for business leaders and change-makers for 2013.
People’s Lab: Crowdsourcing Insights & Innovation People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com
For People’s Lab solutions, contact pascal.beucler@mslgroup.com