Collective Citizenship - People's Insights June & July 2015

PEOPLES INSIGHTS MONTHLY BRIEF: JUNE & JULY
Collective
Citizenship
Photo: Gabriel Saldana
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts
Digital giants continue to

shape new-age journalism
Bonus
Insights
About Peoples
Insights
About Peoples
Lab
Introduction: The State of Humanity

From the Industrial Revolution to the internet boom, the human race has witnessed
vast progress that has resulted in improved economies, lifestyles and overall wellbeing. As a direct result life is longer, healthier and easier.
But its easy to forget that were doing well for ourselves, when the flip side stares us
right in the face. Harsh realities like climate change, human rights issues, and social
and economic inequalities are just some of the pressing challenges for humanity
today. And people arent content to ignore it anymore.
Apathy is gradually being replaced by concern and a willingness to tackle these
issues. There seems to be a collective desire to advance in a more ethical and
environmentally-responsible manner. Activism is no longer a thing that hipsters do
its increasingly becoming a moral duty, for people and organizations alike.
This explains why were seeing more and more movement around citizenship from
global communities uniting to fight for human rights, to businesses pledging to
increase their positive handprints. Everyone wants to contribute towards the greater
good.
Introduction
Peoples Climate March 2014, London

Photo: Garry Knight
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
The Change Generation

The internet plays a key role in fueling this momentum. It makes it easier for people to
organize themselves, for businesses to spread awareness, and for anyone to inspire
action. For instance, blogs and petitions that advocate better lifestyles and social
change have proliferated across the world.
We are also hearing more stories about millennials leaving their corporate jobs to join
startups or to create their own companies. This generation will soon make up 75% of
the global workforce, and are hungry for opportunities that align with their principles
and ideals. Doing good, giving back and living sustainably these are important
priorities for people and thus for businesses. As we move forward, wed argue that the
lines between individuals and business will blur, to usher in an era of collective social
citizenship.
In this issue of the Peoples Insights monthly brief, we explore seven initiatives that
demonstrate the growing trend of collective citizenship. We also look at new
developments at Google and Twitter which could impact journalism, communications
and PR.
Introduction
Legacy matters, regardless of age.
I want to be remembered
for the things I did on this
planet, not for the trash I left
behind.
Lauren Singer,
Why I Live a Zero Waste Life
TEDXTeen
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
People can make a difference too

People are keen to join brands as their citizen partners. Theyre just as keen to create
their own solutions. While the scale of people-driven initiatives are usually limited to
local communities, some campaigns have a broader impact.
1. Near Me A platform that helps people create their own sharing economy
marketplaces.
2. Good Gym A community effort to run for good, amplified by sports brand New
Balance.
3. City Gym on Google My Business A local business that helps empower

transgendered people, and was recently featured in Googles Google My
Business content series.
4. Greek Bailout Fund A crowdfunding campaign initiated by a British citizen to
help Greece pay back their 1.6 billion loan installment.
Introduction
Photo: Carla Vasquez
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
Simple ideas can have big impacts

Storytelling is often at the core of successful products and campaigns. Here are three
examples where a simple, engaging story helped the campaign reach more people.
5. Volvo LifePaint A reflective spray for bikes that makes them visible at night, and
can potentially lead to less road accidents.
6. Lucky Iron Fish A fish-shaped iron ingot that rural Cambodians can use while
cooking, to combat iron deficiency.
7. Heinekens Legendary 7 A creative story that portrays sustainable farmers as
heroes, to celebrate and promote sustainable farming practices.
Photo: Andrs Nieto Porras
Introduction
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
Digital giants continue to shape new-age journalism

Facebooks announcement of Instant Articles earlier this year seems to have been
just the beginning. Google and Twitter recently announced new projects designed to
help journalists tell new age stories.
8. Google News Lab - A new data-rich website that aims to provide journalists with
helpful resources for reporting.
9. Twitters Project Lightning A content curation feature through which anyone
can access customized real-time content on the platform.
We hope you enjoy this issue. Let us know what you think at @PeoplesLab.
Photo: Mr. TinDC
Nidhi Chimnani
Director Research and Insights, MSLGROUP @nidhichimnani
Melanie Joe
Consultant Research and Insights, MSLGROUP @melanie_joe
Introduction
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
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About Peoples
Insights
About Peoples
Lab
Index
People can make a difference too
1. Near Me
2. GoodGym
3. City Gym
4. Greek Bailout Fund
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12
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Simple ideas can have big impacts

5. Volvo LifePaint
6. Lucky Iron Fish
7. Heinekens Legendary 7
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Digital giants continue to shape new-age journalism

8. Google News Lab
9. Twitters Project Lightning
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Bonus: More Insights from MSLGROUP
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Index
Photo: D B Young
People can make a

difference too
Introduction
Index
People can make

a difference too
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have big impacts

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About Peoples
Insights
About Peoples
Lab
Near Me
Call it by any name sharing economy, collaborative consumption,
relationship economy or asset economy the sharing and leasing of
products and services has gained rapid momentum in recent years. In the
past five years alone, the sharing economy has created 17 hugely
successful billion-dollar companies, and an increasing number of startups.
#SharingEconomy
As the trend of sharing spawns more and more business opportunities,

interestingly, its also paving the way for a new breed of businesses that
act as enablers for the sharing economy.
Take Near Me, for example its a platform designed to provide brands
and entrepreneurs in the sharing economy with pre-set and customizable
website templates for their businesses. In addition to website design, Near
Me also provides business solutions from market strategies to analytics
and SEO support.
Photo: Near Me
Near Me
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
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About Peoples
Insights
About Peoples
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Taking the homework out of it

By providing support for easy set-up and operation of entire businesses in one space, Near Me can make entry
into the sharing economy easy for anyone with a workable business model. This can be especially beneficial for
those with little or no prior technical experience. By having the daunting task of technical development taken care
of, they can direct more energy towards their core business, promotion strategy and marketplace.
Future of enablers growing with the sharing economy

Being enablers to the burgeoning sharing economy may be a niche model, but it wont be far fetched to say that
this has the potential to be a booming business in its own right. A shift in consumer preference from ownership to
access backs that prediction. People are warming up to the idea of sharing their time, space, products and skills
with absolute strangers encouraged in part by technology, which is making sharing, swapping and renting
easier, more accessible and credible. And the businesses are making profits. Real-estate sharing giant Airbnb
hosts 500,000 stays per night, while ride-sharing service Uber performs around 1 million daily trips. Perhaps the
most telling number though, is the amount of funding at sharing economys disposal at $15 billion, its more
backing than even the social media giants have collectively received over the years.
This rising consumer and entrepreneur interest in the sharing economy model is good news for enablers like Near
Me they have the market to scale and optimize their businesses, parallel to the growth of the sharing economy.
Near Me
Photo: Near Me
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What people are saying

..as the owner of a marketplace
over half of your time is spent
simply managing the website.
With Near Me managing the
website, I am able to focus on my
marketplace.
Near Me was the simplest way for

us to test our business model
without any technical experience.
Mark Smith
Sharp Tech Inc.
James
Regalo
Near Me
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Introduction
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People can make

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GoodGym
Heres an idea - on your next morning jog, you could fix a broken
playground swing, run an errand for someone in need, or spend some
time with an elderly citizen.
#RunningForGood
In other words, what if you could help around your community with your
daily exercise regimen? Sounds inconceivable, absurd even. But thats
what the GoodGym is about giving back to society while running
yourself to shape.
Liverpool-based not-for-profit GoodGym encourages runners to combine
exercise with social good, by doing low-intensity manual labor within their
community.
How it works: Registered runners can contribute to local community
projects supported by GoodGym, and choose running routes that lead to
and from the location of these projects.
Athletic apparel company New Balance is their official supporter, and are
promoting GoodGym as part of their #UseYourRun campaign.
Photo: Near Me
Video: New Balance #UseYourRun

GoodGym
Photo: GoodGym on Facebook
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With GoodGym, runners can choose from three different programs - opt for a group run, where they work with
others for community projects like clearing up a public space or help in building a park. Those who prefer working
in silos can take up individual missions where they can perform one-off errands or tasks for someone like
picking up something from the supermarket/fixing a screen door. Finally, a runner can volunteer to pay regular
visits to an isolated elderly person, who also doubles up as their motivational running coach. GoodGym also
provides the runners with professional trainers who advise them on technique and fitness.
Off the treadmill and onto the road to social good

The motivation for GoodGym stems from the founders frustration that people waste too much time, energy and
potential in the gym. This energy could be put to use to effect a change in the lives of people, especially seniors.
They point out that over 1 million people aged 65 and over say they often feel lonely, while 17% of those who
stay alone see their families less than once a week.
Theres also a rising interest among people especially millennials to be actively involved in societal change.
GoodGym is playing a part in enabling that, by making volunteering as easy as running. This not only makes
doing good accessible, but also something that fits into peoples daily routines which makes it easier for
people to make a long-term commitment to the project. It also gives runners a purpose-led dedication to stay
focused on their exercise regimen. Essentially, it enables runners to kill two birds with one stone staying fit and
doing good.
GoodGym
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Introduction
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People can make

a difference too
Simple ideas can

have big impacts

Bonus
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About Peoples
Insights
About Peoples
Lab
The Legacy Era

GoodGym is innovative in how it leverages a routine habit exercise to
help people make a change. It also helps people in their mission to create
legacies to be remembered for the things they actively participated in in
their lifetimes.
A simple goal to connect exercise with volunteer work has led to an

inspiring and socially conscious business model. Could we be seeing more
initiatives that bring together seemingly unrelated activities to result in entirely
new concepts?
GoodGym
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These people appreciate it and
really like the company, that
someone does pop in.
I run there have a break and run
back. Its the feeling of knowing
that someone elses life is better
after youre been there.
Its something for him to do and its

something for me. I look forward
to it. Its good to have someone
else.
Mike
Runner
Veronica
Coach
GoodGym
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Introduction
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People can make

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About Peoples
Lab
City Gym on Google My Business

Of late, theres been a surge in discussions surrounding transgender rights
and issues. The June Vanity Fair cover announcing former Olympian star
and television personality Bruce Jenners transition to Caitlyn Jenner has
been instrumental in making this happen. Reactions to Jenners recent
male to female transition have been mostly positive on social media.
#BusinessTransition
In the wake of this environment of rising acceptance and awareness,

Google released a documentary-type spot about City Gym, a Kansas Citybased gym that has a dedicated fitness group and program offering
support to transgender men in Missouri.
The two-and-a-half-minute video was created to promote the Google My
Business initiative a tool that helps small businesses connect with
prospective local consumers. It shows the story of transgender man Jacob
Nothnagel, his transition from female to male, his association with City
Gym post surgery, and how more people like him are finding a supportive
and encouraging space at City Gym.
Photo: Near Me
Video: The Story of Jacob and City Gym
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Introduction
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People can make

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What started as a nation-wide hunt for a small business to promote during LGBT Pride Month internationally
observed in June led Google to City Gym in Kansas. With its inclusive policy towards transgender persons, City
Gym seems like an apt fit for Google, a company that has always been vocal about its support for the LGBT
community.
Businesses are transitioning to address emerging lifestyles and their associated

needs
City Gym owner Hailee Bland-Walsh realised there werent any options in this area for the transgender community
where she lived. She says, I thought that there had to be a group on one of the coasts who has the science
background and fitness expertise. I was so disappointed to find nothing. In response, she created a 90-day
program called Momentum for transgender men in her own gym, with a focus on fitness training and community
building. Jacob, whod been documenting his transition from female to male in a series of videos on his YouTube
channel, joined City Gym as a part of this program, with several other transgender men.
City Gym is a telling example of how businesses are going that extra mile to meet the needs of a diverse group of
consumers. Post-surgery exercise is one of the most important aspects of recovery for transgender persons, and by
providing an inclusive, safe and non-judgmental space to make it possible, City Gym is redefining how small
businesses engage with prospects.
Photo: The Story of Jacob and City Gym
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So popular was the video with over 1.3 million views that Google aired it
on ABC during the ESPYs, right before Caitlyn Jenner was presented with
the Arthur Ashe Courage Award.
Joining the collective discourse

In spite of rising references in pop culture and media, many businesses
seem unsure about the direction they should take, and where their role
should be in the ongoing conversation. Industry giants like Google, by being
unabashedly vocal about their views, are setting benchmarks and leading
the way for other brands to align their communication with their values and
beliefs.
It seems to be becoming more difficult for brands to avoid talking about topics
normally considered risky for business.
Photo: via adweek

Read: Interview with Hailee Bland-Walsh, owner of City Gym
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Introduction
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City Gym was born of the belief that a gym should be more than
place to workout, it should be a place to belong. It was never an
intention to create a space specifically for any group, but what a
testament it is to create a space where any group feels comfortable.
Hailee Bland-Walsh
City Gym Owner
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Introduction
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People can make

a difference too
Simple ideas can

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About Peoples
Lab
Greek Bailout Fund

Reports about Greeces struggling economy have appeared extensively in
the international media lately, and as policy-makers in Europe attempt to
salvage the situation, a 29-year-old Briton took it upon himself to find a
solution.
#PeoplesMovement
Thom Feeney, a marketing manager from London, set up a campaign on

crowdfunding website Indiegogo, to raise the 1.6 billion that Greece
needed to pay back the first installment of their loan to the International
Monetary Fund (IMF).
Frustrated with what he called the dithering of politicians over the Greek
debt crisis, Feeney started the campaign as a way to get people involved
in getting Greeces economy back on track. Why don't we the people just
sort it instead?, he asks on the campaigns Indiegogo page. His
reasoning was that if each of the 503 million residents of Europe
contributed as little as 3 to the fund, it would be enough to help Greece
pay back its loan installment.
Photo: Near Me
He promised to refund the donors if the campaign did not reach its target.
Photo: Greek Bailout Fund on Indiegogo

Greek Bailout Fund
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People can make

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To encourage people to contribute, Feeney announced perks that varied with the amount of the contribution - 3
would get them a postcard from Greek Prime Minister Alexis Tsipras while 5,000 could get them an all-inclusive
vacation for two in Athens. The idea was also to stimulate the Greek economy through trade, by employing
Greeks to source the perks.
The reaction to the campaign was explosive. A mere two days after it started, 16,190 people had chipped
in 249,830 and by the time it ended six days later on the day the IMF payment was due, thousands more had
participated and pledged a total of 2 million. In addition, Feeney says a lot of Greek people also wrote to him,
appreciating his efforts.
By the People, for the People

The campaign may have failed to reach its 1.6 billion target, but its hard to ignore what it highlights the everrising trend of people coming together for a cause, and the power of the internet in making this possible. The
reach and popularity of social networks in particular has given rise to more people-led movements in the recent
past. Today, should governments and policy-makers fail to effect a change, people are ready to organize
themselves and be a part of the change. Ultimately Greece defaulted on its payment, Indiegogo refunded
everyone who contributed to the Bailout Fund and Feeney promptly started the campaign a second time.
Its practical hiccups and failure notwithstanding, the campaign is inspiring nevertheless, simply because it serves
as a testament to the power of collective conscience and action.
Greek Bailout Fund
Photos: Thom Feeneys Twitter
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1.6bn is relatively small in the grand scheme of things. In fact, you
could raise that money by everyone in the EU just having a feta and
olive salad for lunch today. So why don't we just do that? Bypass
the dithering politicians and the people of Europe fund a bailout. We
get a tasty lunch, Greece gets economic stability.
Thom Feeney
Greek Bailout Fund
Greek Bailout Fund
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Photo: vil.sandi
Simple ideas can have

big impacts
Introduction
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People can make

a difference too
Simple ideas can

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Volvo LifePaint
In recent years, theres been an increase in the number of cyclists in the
UK.
#LifePaint
More cyclists on the road means that theyre sharing the road with
motorists which puts them at a considerable risk of accidents. In the UK,
19,000 cyclists are injured or killed in road accidents annually.
In an effort to improve the safety of cyclists, automobile manufacturer
Volvo teamed up with Swedish start-up Albedo 100 to introduce LifePaint
a wash-off reflective spray for bikes. Containing fine powder particles
that reflect under headlights, its designed to glow in the dark and alert
motorists about the presence of cyclists on the road.
As a part of a trial run, Volvo distributed 2,000 free LifePaint cans to
cyclists on the streets of London. They were also given away across cycle
shops, which proved to be a big hit among people.
Some sprays are now on sale on eBay, and Volvo is considering
manufacturing more.
Watch video: Volvo LifePaint

Volvo LifePaint
Photo: Volvo LifePaint
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Leveraging brand identity

As a brand, Volvo has long been known for its safety features its been considered as one of the brands
USPs. LifePaint was launched as part of Volvos Vision 2020 which states that By 2020 no person will be
killed, or seriously injured by a Volvo and with this, Volvo has actively entered the conversation around
cyclist safety. LifePaint gives Volvo the edge of being a brand that extends support to even those beyond
its core market segment.
Inspiring initiative or PR stunt?

Not everyone is impressed, though. Even as sample cans of LifePaint flew off the shelves, a parallel
argument rose about it being a mere PR stunt to further Volvos car sales. Critics are questioning why
cyclists need to be careful when motorists can simply be more alert while driving. It also gave rise to a
tongue-in-cheek petition asking Volvo to spray their cars with LifePaint, citing research that shows how
dark coloured cars are more likely to cause accidents.
Whether or not its a PR stunt, it demonstrates peoples appetite for smart solutons. With LifePaint, Volvo
could manage to help in increasing the visibility of cyclists on the road, as pedestrian and cyclist visibility is
important in preventing accidents. Its also an important step in actively helping to solve a long-standing
problem.
Volvo LifePaint
Photo: Volvo LifePaint
via Citylab
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In terms of cycling at night, I feel way less visible. Sometimes I
choose not to cycle home at night, it's a little more dangerous.
Isabelle du Plessis
Bike Commuter
Volvo LifePaint
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Lucky Iron Fish

Globally, anemia affects 1.62 billion people thats almost 25% of the
human population. Usually caused by a diet lacking in iron, its one of the
leading causes of ailments like clinical lethargy, and even leads to
premature births and miscarriages.
#LuckyIronFish
While there are several supplements in the market for people with iron
deficiencies, most of them are either too expensive or inaccessible to
people from the economically weaker sections of the world.
As a solution, a joint team from Cambodia and Canada have invented the
Lucky Iron Fish.
What is it? Invented to combat the high rates of anemia in a village
population in Cambodia, it is an iron ingot which can be placed in pots and
pans used for cooking. The iron Lucky Iron Fish can provide an entire
family with up to 75% of their daily iron intake.
Lucky Iron Fish has won many awards, including the Grand Prix for
product design at the Cannes Lions International Festival of Creativity this
year.
Video: Lucky Iron Fish

Lucky Iron Fish
Photo: Lucky Iron Fish
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Story of the smiling fish

Founder and medical student Christopher Charles spent some time in Cambodia for an undergraduate
research project, where he learned that 6 million people in the country had a severe iron deficiency in
other words, half the Cambodian population. The Cambodian staple diet of rice and fish in the coastal
areas leaves little room for iron in their nutrition.
Its well known that iron from iron cookware seeps into food while cooking. Since providing cast iron pots
and pans across villages wouldn'tt be economically viable, Charles thought of a solution which involved
iron bars which people could directly place in utensils while cooking or boiling water. He teamed up with a
local Cambodian manufacturer to make iron ingots from recycled iron, and distributed it among the
villagers. The reaction to the initial prototypes rectangle iron bars were lukewarm. Most people ended
up using them as paperweights and doorstops instead of in cooking. But when the ingots were designed
to resemble a fish which in Cambodian culture represents good luck and hope people were more
receptive to it.
And the results?

The villagers started using Lucky Iron Fish every day, and in just 9 months, blood tests showed a 50%
decrease in incidences of clinical iron deficiency, and an increase in users iron levels. Users also
reported feeling much better, with an increased capacity to work and function.
Lucky Iron Fish
Photos: Lucky Iron Fish
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Sustainable solutions are the way to go

The Lucky Iron Fish and its success demonstrates how a universal problem can be solved by means that
are cost-effective, accessible to the people, culturally relevant and most importantly, sustainable.
Made from biodegradable material and designed to have a long life cycle each Lucky Iron Fish can last
for up to 5 years it is an environmentally conscious product. In addition, the Lucky Iron Fish project is
contributing to the economy in Cambodia it has involved local communities in taking the product
forward. A local disabilities corporation packages the product, and 17 Triggers a local behavioral change
lab that focusses on marketing for good causes takes care of their branding and communication.
Theres market interest in this little smiling fish in its first two years alone, it raised $2 million in funding.
The company has plans to expand globally, and make the Lucky Iron Fish available to 1 million families in
need in the next five years.
Big businesses can learn from simple solutions like the Lucky Iron Fish if a recycle iron ingot can help in
solving one of the globes most common health concerns in an environmentally and economically
sustainable way, corporations and brands can go a long way in solving pressing problems on a much
larger scale.
Lucky Iron Fish
Photos: Lucky Iron Fish
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Can improving someones level of iron intake in turn positively affect
their livelihood? After my time in Bakou, I strongly argue yes.
Alice McLean
In the field with Alice McLean, Lucky Iron Fish
Lucky Iron Fish
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Heinekens Legendary 7
Heineken is perhaps one of the most creative brands around. Through the
years, its campaigns have been consistently innovative and relevant to
consumers. It also holds the reputation of being a sustainably conscious
brand as per Heinekens sustainability report for 2014, Heineken has
saved 75 million ($83.8 million) by using less energy and water in its
breweries over the last six years.
#Legendary7
Now, as part of their Brewing a Better World Program , Heineken has

teamed up with augmented reality smartphone app Blippar for its new
campaign called Legendary 7 the story of 7 farmers from France,
Germany, Greece, the Netherlands and the United Kingdom from whom
Heineken sources its high-quality sustainable barley and hops.
People can use the Blippar app to scan the label on a Heineken bottle and
get access to the stories of each of the 7 farmers, along with more
information on Heinekens sustainability commitments.
People can also use the app to create their own selfies called 7elfies
and upload them on social media.
Read: Why Your Brand Should Appeal to Sustainability-Friendly Millennials
Video: Introducing the Legendary 7
Photo: Heineken
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Engaging consumers in the sustainability story

With 160 breweries in over 70 countries, Heineken has increasingly prioritized sustainable business
practices over the years. One of the priorities includes buying 50% of its main raw materials from
sustainable sources by 2020. Thats where the Legendary 7 come in. By sharing the stories of these 7
sustainable farmers, Heineken is applauding their behavior and also highlighting its sustainable
practices in a way that is friendly to its customers.
Millennials are the most sustainability-conscious generation yet they want to be associated with
companies that care about their businesss impact on the environment and society. According to our
survey of 8,000 Millennials in 16 countries, 79% wish it were easier to know which companies were
doing good (The Future of Business Citizenship). Other generations are conscious too according to a
Neilsen study from June 2014, 55% of global consumers surveyed said theyre willing to pay for
products and services that were responsibly sourced thats a 10% increase over three years.
With Legendary 7, Heineken is breaking down the complex business of sustainability and making it
simple, accessible and transparent for people.
Photo: Heineken on YouTube
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People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab

Sustainability is often seen to be complex and inaccessible for
consumers. However, sustainability is at the heart of all that we do
and we wanted to find a way to encourage consumers and all our
stakeholders to easily engage with HEINEKEN's Brewing a Better
World programme. Legendary 7 challenges the status quo of
sustainability reporting and helps consumers appreciate the
sustainability thinking and all natural ingredients which go into the
creation of their favourite brand.
Mark van Iterson
Global Head of Design for Heineken
33
Photo: Nic McPheel

Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
Google News Lab

#NewsLab
From content creation to distribution, major social networks have rolled out
specialized features that are driving the future of media.
One of the latest developments comes from tech giant Google, with
Google News Lab a site built with the aim to connect journalists with
Google resources and tools to enhance their reporting and storytelling.
News Lab will provide journalists with access to data from Googles many
already existing apps and platforms like Earth, YouTube, Search and
Trends. It also includes tutorials and best practices that explain how
Googles products can be better used in the newsroom.
In short, it will be a repository of data where various types of verified realtime content can be accessed under one roof.
In addition, Google has also announced its plans to work on a one-on-one
basis with publishers to provide customized data for their requirements.
Video: Introducing the News Lab
Google News Lab
Photo: Google News Lab
35
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
Creating the future of media with partnerships and integration

News Lab isn't the first Google venture into the world of journalism this year its announcement
came barely a week after it partnered with news agency Storyful and launched YouTube
Newswire, a channel featuring verified eyewitness videos. Newswire is one among Googles
many projects aimed at empowering citizen journalism, such as First Draft a coalition of experts
sharing tips and training in handling eyewitness media and WITNESS Media Lab a platform
dedicated to highlighting human rights issues through eyewitness videos.
Social channels play an important role in news dissemination. More and more, social networks
are becoming the primary source of daily news for an increasing number of people. Googles
rising priority on optimizing its own social channels (read YouTube) for news is indicative of its
focus on competing with social networks like Facebook and Twitter in digital journalism.
Incidentally, social networks Facebook and Snapchat already have partnerships with publications
to publish and curate news, la Facebook Instant Articles and Snapchat Discover.
What News Lab means for journalists and Google
Photos: Google News Lab
With Google providing a host of data through News Lab, journalists can now have easy access to
highly relevant and streamlined data required in the newsroom at a much faster pace than before.
Whats in it for Google? A chance to stay relevant, boost usage amongst journalism and perhaps
also to increase its ad revenue.
Google News Lab
36
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab

Some of the most important information out there today is quality
journalism. We believe that the democratization of media has
created new opportunities and new roles for journalists to play in
the media industry.
Steve Grove
Director, News Lab
Google News Lab
37
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
Twitters Project Lightning

#ProjectLightning
Another social network to invest in news media-related initiatives is Twitter.
Scheduled for launch later this year, Twitters much talked-about feature,
Project Lightning (which might alternatively be named Moments) will
allow people to follow live events through a curated stream of tweets,
photos and videos. People can choose to follow tweets for different kinds
of events from organized events like awards functions and sporting
events, to breaking news situations like natural disasters.
Unlike the Twitter Timeline, these events will appear in a new full-screen
format where users can browse one tweet, photo or video at a time, as the
event unfolds ensuring the updates are as chronological as possible.
Moments will be accessible via a new button in the apps menu from
here, people can browse anywhere between seven to ten curated events
in a day.
Photo: via Business Insider
38
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
Bringing live events to life

Twitter is more or less the go-to for people seeking real-time news updates the drawback though, has
been the infamous Timeline clutter. Twitters pace of content generation has never been organized in a
way that makes consuming the content easy. The social network seems to be keen on addressing this
concern through Project Lightning with customized updates human editors manually pick the most
relevant and important aspects of a story.
Additionally, people would not have to necessarily follow any account or even sign up for the website to
access live updates. They can simply choose events theyd like to receive updates about from Twitters
homepage, and the tweets automatically stop after the event wraps up or in case of a natural disaster,
after the conversation around it quietens down. This way, Twitter aims to provide value to both its regular
users as well those who may not have an account.
So how does Project Lightning stack up against the competition?

Twitters main competitors Facebook, Snapchat and Instagram have already rolled out features that
curate news and present them in a compact package to users. By the time Project Lightning becomes
available to users, could Twitter be a little too late in catching up with the competition? Perhaps. But
Twitter is a quick medium with respect to live coverage during events and it could potentially leverage this
edge to its advantage.
Photo: Steve Garfield
39
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab

the challenge weve had over the years is, although we have the
worlds greatest content, its like having a television without a
channel guide or even a remote control. Theres no way to really
find it or contextualize that content. So [Project Lightning] is this
beautiful vessel for us to surface great content and make it more
delightful.
Katie Jacobs Stanton
VP of Global Media at Twitter
40
Bonus: More insights from

MSLGROUP
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
Sururu News
Every fortnight, Leo Cardoso from Espalhe MSLGROUP
shares four pieces of news from the digital industry. Each one
is shared within 20 seconds and available on YouTube.
The video series gets its name from Sururu Valley, where it is recorded.
Why Sururu Valley? Apart from the calming views, its also the location of
Brazils Silicon Valley an area rich with startups and home to Espalhe
MSLGROUPs Innovation Center.
Facebook fights YouTube

with Big Data
The latest episode of Sururu News, #23, covers:

Facebooks new video view algorithm
Ubers investment in Bing Maps
Introduction of Google Rewards in Brazil and Mexico
Googles launch of News Lab
Sururu News is available on Espalhe MSLGROUPs YouTube channel:
youtube.com/user/espalheguerrilha
Sururu News
42
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
The Content Shot

The Content Shot highlights one inspiring branded content
initiative every week, and identifies reasons for its success.
Prepared by the Publicis Consultants Net Intelligenz team in Paris, the
newsletter is a great way stay up-to-date and to practice your French!
The latest issue looks at The Lincoln Motor Companys The Music
Experiment Selfie campaign a combination of selfies and music,
targeted at millennials.
Why this campaign? It picks up the two most popular pop culture aspects
among millennials selfies and music and created customized, real-time
experiences for users.
The Content Shot is available as an email newsletter in French.

View the archive and sign up here.
The Content Shot
43
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
About Peoples Insights

Peoples Insights is a collection of inspiring initiatives, insights and foresights shared by MSLGROUPs
SPRINTers our global team of 100+ strategic planners, researchers and insights experts.
Peoples Insights covers the latest trends in engagement on both consumer and corporate sides.
We feature the best of these initiatives as Peoples Insights monthly briefs, and original insights and foresights
from our SPRINTers and other MSLGROUP experts - in our Peoples Insights reports. We share these on our
social platforms and distribute freely to inspire more engaging campaigns.
Check out our latest report, Data In. Data Out. Transforming Big Data into Smart Ideas. *
Peoples Insights is available as a blog, powerpoint decks, infographics, white papers and magazines,
a Kindle eBook and even an iPad app.
Follow us on Twitter at @PeoplesLab or subscribe to our newsletter to receive our monthly briefs and quarterly
magazines.
About Peoples Insights
44
Introduction
Index
People can make

a difference too
Simple ideas can

have big impacts

Bonus
Insights
About Peoples
Insights
About Peoples
Lab
About Peoples Lab

Peoples Lab is MSLGROUPs proprietary crowdsourcing platform and approach that helps organizations tap into
peoples insights for innovation, storytelling and change.
Peoples Lab helps organizations build and nurture public or private, web or mobile, hosted or white label
communities around four pre-configured application areas:
1.
Expertise Request Network
2.
Innovation Challenge Network
3.
Research & Insights Network
4.
Contest & Activation Network
Our community and gaming features encourage people to share rich content, vote/ comment on other peoples
content and collaborate to find innovative solutions.
Peoples Lab forms the core of our insights and foresight approach, which consists of four elements: organic
conversation analysis, MSLGROUPs own insight communities, client specific insights communities, and
ethnographic deep dives into these communities. The Peoples Insights reports showcase our capability in
crowdsourcing and analyzing insights from conversations and communities.
About Peoples Lab
45
Thank you!
For more, visit: peopleslab.mslgroup.com/peoplesinsights
46

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PEOPLES INSIGHTS MONTHLY BRIEF: JUNE & JULY

Photo: Gabriel Saldana

People can make

Simple ideas can

Digital giants continue to

Introduction: The State of Humanity

Peoples Climate March 2014, London

People can make

Simple ideas can

Digital giants continue to

The Change Generation

Legacy matters, regardless of age.

People can make

Simple ideas can

Digital giants continue to

People can make a difference too

3. City Gym on Google My Business A local business that helps empower

Photo: Carla Vasquez

People can make

Simple ideas can

Digital giants continue to

Simple ideas can have big impacts

Photo: Andrs Nieto Porras

People can make

Simple ideas can

Digital giants continue to

Digital giants continue to shape new-age journalism

Photo: Mr. TinDC

People can make

Simple ideas can

Digital giants continue to

Simple ideas can have big impacts

Digital giants continue to shape new-age journalism

Bonus: More Insights from MSLGROUP

People can make a

People can make

Simple ideas can

Digital giants continue to

As the trend of sharing spawns more and more business opportunities,

People can make

Simple ideas can

Digital giants continue to

Taking the homework out of it

Future of enablers growing with the sharing economy

People can make

Simple ideas can

Digital giants continue to

What people are saying

Near Me was the simplest way for

People can make

Simple ideas can

Digital giants continue to

Video: New Balance #UseYourRun

Photo: GoodGym on Facebook

People can make

Simple ideas can

Digital giants continue to

Off the treadmill and onto the road to social good

Photo: GoodGym on Facebook

People can make

Simple ideas can

Digital giants continue to

The Legacy Era