My solution to the Cannes Lions Chimera Brief

1. THE TOPIC: AID IS WORKING. TELL THE WORLD
The Brief: Many people in the developed world are aid weary. They know
billions of dollars go into aid, and yet the problems never seem to go away.
This leads them to question if the money ever gets to where it is needed,
and even then, if it is used wisely. The media seems full of stories of
corruption, waste and broken systems.
But that’s not the whole story. Effective aid programs help developing
countries become self-sufficient. They do not replace those countries’
efforts, but rather support the important work that’s already under way.
The Budget: $100,000
Time: 12 months to build and 6 months to ramp up
More Information: http://goo.gl/lvaHZ
AC Peoples - @44thfloor

2. THE PROBLEM:
- The Scale of Aid issue are so large it can be overwhelming
Mark said, “We’ll never be able to end world poverty and hunger, why try?...”
- Positve information about “Aid Working” is scattered & difficult to find
Tracy said, “I would be interested, I just don’t know where I can go...”
- A few corrupt aid orgs have cast a negative shadow over the whole
Christina said, “Its all about greed, Ive read and seen so many programs on TV where
they just steal the money...”
AC Peoples - @44thfloor

3. THE SOLUTION:
CareStarter platform / Donate a Share campaign
- a centralized crowd-caring platform where aid organizations can
chunk their larger goals into “shareable”, “careable” and easily
discoverable project stories that can be followed passively or
engaged actively, from start to finish. CareStarter attempts to
re-frame the global aid discussion by drawing comparisons to the
popular crowd-funding platform KickStarter except, our platform’s
currencies are sharing, caring and engagement. The launch of the
platform would coincide with an integrated “Donate a Share”
campaign where people could see how their social media shares
and engagement could start others to care, follow / engage in the
journey of “Aid at Work” and ultimately change lives.
AC Peoples - @44thfloor

4. CareStarter platform / Donate a Share campaign
CareStarter takes the complexity of Aid awareness and collaborative
engagement, simplifies it, and rolls it into an easy to use, share and
engage platform. The main three advantages of the platform include
project discoverability, story structure and goal chunking, all from a
credible source.
discoverability story structure goal chunking
AC Peoples - @44thfloor

5. CareStarter platform / Donate a Share campaign
Discoverability - by providing a centralized location it minimizes the effort
needed to get involved, a single social media share or visit to the site
opens the door to thousands of aid projects and extends an opportunity
for two way engagement and collaborative problem solving.
Discoverability - “connecting the aid organization islands, not replacing....”
AC Peoples - @44thfloor

6. CareStarter platform / Donate a Share campaign
Story Structure - a standardized story
framework provides a uncomplicated
user experience while bringing
familiarity to various related and
unrelated goals. Each project
includes a clear goal, main video,
story feed and a think pod for
facilitating two way communication.
Story Structure - “The ATM is a great
example of a shared interface...”
AC Peoples - @44thfloor

7. CareStarter platform / Donate a Share campaign
Goal Chunking - The intricacies of global
aid goals often evoke apathy purely based
on scale, the platform allows users to grasp,
engage and celebrate victories at all levels
of completion. In addition to adding a layer
of transparency needed to change the
wrongful perceptions, it also allows users to
experience how the larger problems are
being solved with a bunch of smaller
pieces.
Goal Chunking - IKEAs cookbook beautifully deconstructs baked goods
AC Peoples - @44thfloor http://demo.fb.se/e/ikea/homemade_is_best/

8. CareStarter platform / Donate a Share campaign
More on the platform
CareStarter platform design is broken down into an outward interface
including: all the features a user needs for discovery and involvement with
any project stories including, “Donate a Share” functionality, curatorial
sections that highlight active and popular project stories, other sections
include grouping project stories into larger global goals, most active
conversations, most active on social media..etc. The internal side of the
platform implements story tools for aid organizations including: tools for a
adding projects, updating story feeds with text and any other embeddable
media like youtube, editor for posting questions, responding to feedback and
commenting in the think tanks...etc.
AC Peoples - @44thfloor http://demo.fb.se/e/ikea/homemade_is_best/

9. CareStarter platform / Donate a Share campaign
Donate a Share campaign - launches with a 24 hour CareAthon. Half
crowd sourced talent and online stars, the other half, booked performers.
A truly global live event, all streamed from YouTube and Google+
Hangouts. The grassroots campaign continues with a mass push from all
the participating aid organizations and their workers via their own blogs,
sites and social media offerings. A PR push to seed the story of Donate a
Share and the new CareStarter platform. All combined with small but,
strategic paid media placement.
AC Peoples - @44thfloor