PEACE ONE DAY GIVE YOUR BLOOD IN THE NAME OF PEACE.
TENSION
INSIGHT
Leveraging Google’s technology and reach, our task was to spread awareness of September 21, the international day of peace. Although Peace One Day, created by filmmaker Jeremy Gilley, were successful in establishing September 21 as the first ever recognized annual day of global cease‐fire and non‐violence, most people are unaware of the importance of this day.
We decided to target Future Leaders: Higher education students in US, India, and China. They are passionate and driven to change the world that they are going to soon inherit, for the better. Future Leaders believe two things about peace: 1. They believe world peace is unattainable. 2. They believe they are living peacefully.
When it comes to peace, Future Leaders are inactive.
Team Members: CBM: Blanton. Das Roy. CS: Chiraskamin CW: Dubs, Shearer AD: Humphreys, Rane
STRATEGY
BIG IDEA
Passive isn’t peaceful. If there is one thing our Future leaders need to know, it’s the fact that peace requires real action. This communication strategy could help us position the 21 of September as the day the world takes action for peace.
shed blood for peace. On September 21st, in conjunction with the Red Cross and local blood banks, we’ll organize a massive blood drive at college campuses across the US, India, and China. All the blood collected will be sent to combat zones around the globe, where there’s a constant shortage and need.
Campaign launch We’ll kick off the campaign with emails from university presidents explaining the blood drive and pointing students to the ShedBloodForPeace website.
ShedBloodForPeace.com will be the hub for the campaign. The landing page features a video designed to get students angry about conflict, or at the very least, get them thinking differently about peace.
drive to website Timed with the launch of our campaign, this red drop icon will appear next to any Google search that includes keywords related to conflict and bloodshed. When you mouse over the icon, a message appears asking, “Does this make you angry?”
When you click the icon, it brings you to ShedBloodForPeace.com, where you see a thermometer measuring our collective anger as it rises. The number of people who’ve added their frustration will be updated in real time.
As our collective anger rises in the week leading up to Peace Day, the logo on Google’s homepage will gradually fill with blood, until it turns completely red on September 21st. Each day, a different teaser message will appear below the logo, driving people to our website.
website On ShedBloodForPeace.com, students can find their school, or nearest participating university, using Google Maps.
We’ll provide several tools that make sharing the Peace Day message easy, including the option to donate your Facebook or Orkut status on September 21st, encouraging your friends to join you in shedding blood for peace.
september 21, 2009
On the day of the blood drive, each collection bag will have a transparent sticker that says “This blood was donated on Peace Day, 21 September, in the name of ending bloodshed,” written in multiple languages. Shipment containers will have the same messaging, so anyone who comes in contact with the blood will see this statement.
To promote the September 21st event, we’ll hang posters around college campuses that catch people’s attention
Everyone who gives blood will get this branded band‐aid, with a tracking code that allows students to see where their blood ends up. To keep things simple, tracking can be done by batch number.
After donating blood, each person will receive a card thanking them for taking action for peace and explaining how to track their blood as it travels to a combat zone.
after the blood shed . . . Once students have entered the code from their band‐ aid, they can track their blood’s progress using Google Maps and Google Earth. They can also choose a virtual band‐aid to display on their Facebook or Orkut profiles.
The Shed Blood For Peace project may not single‐handedly end global conflict, but it will save lives, it will raise awareness, and it will show us what’s possible.
Above all, this campaign will motivate people to get off their couch and do something to bring about peace.
After donors find out where their blood has been delivered, we’ll provide them with opportunities to stay connected to that region. They can learn more about the conflict in that area and stay updated on the situation with applications like Google Knol, Google Alerts, or an RSS feed to Google News.