CAPTURING HUMANITY

CAPTURING HUMANITY
INFORMATION PACK
www.11elevenproject.com director@11elevenproject.com +61 411 604597
525 Harris Street, Pyrmont, Sydney, NSW 2007

What is the ?
On the 11th November 2011 – the date
reads 11/11/11. This alignment of ones takes
place every hundred years, and this time
humanity will recognise the occasion like never
before. For 24 hours, on 11/11/11 anyONE who
has access to a film, video, digital camera,
microphone, mobile phone or email will be
invited to partake in the biggest creative
project of our human history. People from
196 different countries, brought together
by over 200 languages will be asked to
capture a day in the life of their world. The
footage, audio, text, visual and photographic
material will be collated and used as the
ingredients for a variety of 11Eleven Project
initiatives including a 2 hour cinematic
documentary, photographic book and world
music collection. The 11Eleven Project is
not for profit. The sales of our projects and
merchandise will go to support a variety of
charities including the Nelson Mandela Foundation,
World Wildlife Fun and The Hunger Project.
The objective of the project is to plant a seed of
compassion, to allow all people to gain perspective
of our world as a whole. It is a time capsule, a
human snap shot of life in the 21st century – a
unique global perspective told by the people,
for the people. By bringing the world together
as one, we open up the opportunity for people
to view our planet as a singular entity. 11/11/11
is an occasion to illustrate the commonalities
amongst all people and to witness the shared
experience amongst every human being living
on planet earth. With this representation may
come an enlightened sense of global awareness,
responsibility and recognition.
Why ?
We do not see the date as 11/11/11 – we see
it as lots of “ones” coming together. There is
something powerful about the number one.
One stands for being an individual – “I am one
person” – but it also represents the collective –
“We are one group”. To us, people can remain
true to their individual selves and still be a
part of the collective realm. It represents unity.
1 (one) and 1 (one) = 11 (two individuals working
collectively)
The symbolism of this day perfectly reflects the
message and intention of the project. 11/11/11
also takes place on a Friday. The transition
between the working week to the weekend,
will make for greater insight into the duality of
human existence from work life to social life.

Project Stages
The project is broken down into five stages:
STAGE
STAGE
STAGE
STAGE
STAGE
1
2
3
4
5
Current date to 11/11/11 – Awareness Campaign
This stage consists of a varying marketing and publicity campaign. The main
focus is on communicating through social media including – Facebook, YouTube,
MySpace and Twitter. We have also partnered with universities who will encourage
their students to participate and NGOs who will inform their members of the event.
11/11/11 – Day of Participation
On the 11th November 2011, from midnight to midnight, global citizens are
invited to pick up a camera, microphone or phone and to document their lives
using film, photography, music and text. After recording their piece, they will
submit their created content online to the 11Eleven Project.
12/11/11 – Onwards
As all the work will fall under these creative commons, participants will be
encouraged to search through, watch, rework and resubmit new works based
on submitted material. This trend of “mashing” material is becoming more and
more popular with younger users.
21/9/12 – Screening Day
On 21 st September 2012 (World Peace Day) the two-hour documentary will screen
globally for free to the world. Any screen is an option to us provided it can host a
minimum of 100 people. Examples of screening partnerships are urban screens
(such as Federation Square Melbourne), Town Halls, universities and even
portable spaces, such as walls (essential for places minimally resourced).
21/9/12 – Continued Distribution
11Eleven Project DVDs, books, merchandising and music will be available to
purchase. There will also be an opportunity to use traditional distribution
methods such as theatrical, television and DVD distribution.

Results
The 11Eleven Project will result in the following projects:
2hrs
• A two-hour documentary film
• Music album
• Photographic book
• Interactive online video resource
As this is an evolving mechanism, sub-projects could include: a portable arts festival,
short film festival, postcards, calendars, greeting cards, teaching tools and games.
Themes
The 11Eleven Project will focus on three major themes:
Human Similarity
Experiential Polarity
Hope
An exploration into the elements of human existence that tie us together.
A discovery of the stark contrasts that exist in everyday life, the extreme
disparities experienced on a daily basis, for example: starvation vs
obesity; droughts vs floods; freedom vs imprisonment.
A reminder that all is not lost. There is still a chance to tip the scale
towards a more meaningful, egalitarian world for all human beings,
where all people live life with respect.
The importance of the
The 11Eleven Project is important because:
• 11/11/11 happens once every
On the
one
11th
hundred
November
years.
2011 - press record.
• It positions Australia as a global social leader.
• It’s inclusive – by the people, for the people. It doesn’t cost money for people to participate and
it doesn’t cost money for people to view the work. The 11Eleven Project is accessible to an
unlimited amount of people.
• It focuses on providing resources to developing nations to ensure they are able to contribute their
stories to the project.
• It’s wonderful for the world to unite together through art.
• It’s a time capsule of humanity.
• It’s a chance to rewrite the global narrative by ensuring that all people, from all backgrounds,
participate.

What will participants be asked to do?
Participants will be able to interact with the 11Eleven Project in a number of ways:
• Participants will be asked to invite the audience into their world by sharing a part of
their lives by expressing themselves using film, photography, music and text.
• They can record their life on the 11th November 2011, provided it’s during the 24 hour period.
• Post 11/11/11 participants will be asked to upload their footage, music, text or photographs
to the 11Eleven Project website. People in remote areas, with limited resources, will have
access to postal services.
• Participants will be encouraged to look through the submitted material online, review it,
edit it and resubmit it.
• On the 21 st September 2012 (UN World Peace Day), participants are invited to attend free
global screenings of the 11Eleven Project.
• If participants feel inclined to financially support the project, they have an opportunity to
purchase the DVD, photographic book and music album. These will be available at the events
and online.
What will participants receive from the ?
• The opportunity to participate in a Global Event.
• A chance to add their voice, artwork and perspective to the Global Narrative.
• The prospect of having their work viewed by millions of people around the world.
• An opportunity to network with other filmmakers, musicians and artists.
• All the work will fall under the Creative Commons license. This permits participants to legally
download submitted footage, photographs and music and re-edit them, empowering artist
collaboration.
• A free screening of the 2 hour documentary in their own city, on the same day as the rest
of the world.

Target Audience
The Target Audience for the 11Eleven Project is universal and therefore aims to have greatest
outreach. The primary market is split as follows:
Under 18 – male and female
participants who will require
permission from legal guardians.
18-35 male or female citizens,
from a variety of socio economic
backgrounds who have access to
internet technology and a camera.
18- 35 male or female citizens from
poorly resourced low-socio economic
backgrounds who do not have access
to technology.
35 + male or female concerned citizens,
who are passionate about positive global
change and quite possibly subscribe to
one or a few charity organisations.
The people who will participate in the 11Eleven Project are interested in social issues or being
part of a global community. They see the value in storytelling. Most of the 11Eleven Participants
will be familiar with technology and online video resources such as YouTube. Our potential
supporters speak many languages and have different cultures. There are, of course, individuals
or communities with limited resources whom the 11Eleven Project will have to seek out to
include. These are mainly people based in developing nations.

Meet the Team
DANIELLE LAUREN CREATIVE DIRECTOR
Danielle’s background has seen her produce and create a variety of high profile national and
international productions. Her credentials include The Vagina Monologues, I’m a Celebrity,
Get Me Out Of Here and Australian Idol. She has developed projects for The Sydney Opera
House, Sony Music, BBC, ITV and all the major Australian Broadcasters. In the past few years
Ms Lauren has balanced her high profile career with work in the not-for-profit sector. She is
currently the Australian Ambassador for the Charter for Compassion, an initiative created by
TED.com and has consulted for Australians for United Nations High Commissioner for
Refugees. Other charitable work includes creating awareness and raising funds for the Nelson
Mandela Foundation, WIZO, the NSW Rape Crisis Centre and the AIDS council. Ultimately Danielle
Lauren wants to use her skills and passion to contribute to the advancement of a positive global
change and a better future for all.
GARY HAYES
ONLINE EXECUTIVE PRODUCER
Gary is an award winning multi-platform producer, author, educator and runs MUVEDesign.com.
In 2010, he founded the global StoryLabs.us aimed at transmedia and innovative digital
storytelling. Recently becoming a Distinguished Talent permanent resident in Australia his
company MUVEDesign.com creates virtual worlds, augmented and alternate reality services for
companies including Telstra, ABC TV, Accenture and advertising and education sectors. He founded
the Innovation Training Unit LAMP.edu.au in 2005 and for 8 years previously was the Senior
Development Producer at UK BBC New Media, pioneering broadband internet, interactive TV and
emerging platforms. He runs personalizemedia.com, an AdAge Power 150 global media-marketing
blog and has been an International Interactive Emmy juror for the past few years.
NIGEL MALONE
MARKETING MANAGER
With 20 plus years in the marketing, design and advertising industries, Nigel Malone, Director
of Icy Calm, brings significant experience and insight to the table. Business acumen, a strong
set of ethics, and a high value on culture, define Nigel’s calm, yet assertive style. Widely
published and multi-award-winning, both off his own bat and with the companies he has
collaborated, Nigel always saves his best success stories for his clients.
SOHAIL DAHDAL
EMERGING MEDIA MANAGER
Sohail Dahdal is passionate about emerging media. He is currently a lecturer at the University
of Technology in Sydney and the Australian Film, Television and Radio School. His work
credentials include consulting for SBS TV and the United Nations Development Program as
well as working as a TV Digital Manager for Lonely Planet/ BBC Worldwide.

Meet the Advisory Team
ANDY RIDLEY CO-FOUNDER OF EARTH HOUR
Andy Ridley is the Executive Director and Co-Founder of Earth Hour, the global environmental
movement he initiated in one city – Sydney, Australia – in 2007 as a campaign for action on
climate change. By 2010, Earth Hour had swept the globe, drawing together hundreds of millions
of people in 128 countries spanning every continent. Earth Hour 2011 will build on the momentum
of its exponential growth and that of the global environmental conscience it has come to represent,
moving into a new phase that goes beyond the hour and beyond climate change, inspiring a
commitment to ongoing acts that benefit the planet and building an interconnected global
community engaged in dialogue and resource sharing that generates tangible solutions to our
environmental challenges.
CHRIS WINTER
HEAD OF STRATEGIC DEVELOPMENT AND INNOVATION, ABC
Chris Winter works for the ABC’s Innovation Division, and has a long background in new media,
digital TV, technology marketing and radio. His work has included projects to deploy ABC current
and archive content on a number of platforms including off-deck mobile portals, Google Earth and
Google Maps; and for its first two years, managing ABC2. It now includes developing and nurturing
new relationships with third party content providers (including archives, libraries and museums),
technology research bodies (including NICTA, CSIRO, University of Sydney, and UTS), industry
bodies, government agencies and media organisations (including DBCDE); and supporting the
marketing activities of the division, including content syndication.
ANDY NEHL
SERIES PRODUCER, ZAPRUDERS OTHER FILMS
Andy Nehl has been the Series Producer on some of Australia’s most successful public broadcasting
current affairs and satire shows including The Chaser’s War On Everything (satire on topical
issues and news); and CNNNN (satire on cable news channels and news media production
techniques). He was also Station Manager of Triple J, Australia’s national youth radio network, and
Head of Television at the Australian Film, Television and Radio School (2000-2005) where he taught
television journalism, producing, directing and multiplatform /interactive producing. He has also
done stints of teaching Television Journalism at the University of Technology, Sydney and New
Communication Technologies, and News & Politics at Griffith University.
KRISTIAN DOWLING
CELEBRITY PHOTOGRAPHER
Kristian Dowling is an entertainment photographer from Melbourne, Australia, based in Los Angeles
since January 2009. His photographic roots and passion has grown from news, sport and
documentary. Kristian’s photographs have been featured in every high profile magazine, his subjects
include P.Diddy, George W Bush, Usher, Pink, Cher, Lady Gaga, Zack Braff and Delta Goodrem.

Meet the Advisory Team
STEPHEN PETERS
HEAD OF TELEVISION, EYEWORKS AUSTRALIA
Stephen Peters is the Head of Television at Eyeworks. His prior engagements positioned
Stephen in a variety of different positions. Prior to working at Eyeworks, Mr Peters was the
Head of Development at Endemol,where he assisted bringing a variety of high profile
productions from concept to reality. He has also worked as a top rated television Executive
Producer. His Executive credentials include Australian Idol, Survivor and 60 Minutes.
HEATHER PRICE
MANAGING DIRECTOR, DIVERSITY CONSULTING
Heather Price provides providing a consulting service on diversity policy and strategy,
communication and engagement to numerous clients in both the public and private sector
in the Australia. She designs diversity workshops for executives, graduates, managers &
Diversity Councils which are being implemented in Australia, New Zealand, Hong Kong,
SIngapore, Chile, and South Africa and has been engaged to conduct Diversity events for
the CEO’s and their top teams of numerous blue-chip companies such as ANZ, Westpac NZ,
IAG, AGL, National Bank, Carter Holt Harvey, Motorola, Shell, etc.
OHAD REIN
SINGER/ SONGWRITER
Ohad Rein is a singer songwriter most notably known for being the lead singer of Old Man
River. His first single “Sunshine” ranked number 1 on the Aria charts becoming the most
played song in the summer of 2006. It was used as a theme for Channel 7’s Sunrise.
The single “La” reached number one in Japan, number six on the Italian Charts and was
featured in a New York Lottery commercial.
KEN REID
KPMG PARTNER
Ken Reid is a Partner in KPMG’s Information, Communications & Entertainment (ICE) Group
and Leader of KPMG’s Media & Entertainment Group. Ken’s experience covers the provision
of audit and advisory services to clients involved in all areas of the ICE industry including
broadcasting, telecommunications, radio, newspaper publishing, film production and
distribution, video retailing On and the distribution, 11th November book 2011 publishing, - press record. and music recording and
publishing. Ken was also Group Financial Controller for a large independent Music recording
and publishing group in the UK prior to joining KPMG.

In Good Company
The following organisations are currently supporting the 11Eleven Project:

The 11Eleven Project is not for profit. The money raised will go to supporting charities that are
assisting in helping humanity achieve the 8 United Nations Millennium Development Goals:
3
1 2
4
5
6
7
8
The 11Eleven Project is currently auspiced under the Australian Documentary Foundation therefore
donations receive DGR (Deductible Gift Recipient) Tax Status. These are the charities we will be supporting:

Not for Profit
SUPPORTING SMALLER CHARITIES
The 11Eleven Project will also be running a competition to decide which 3 smaller charities
to give funding to. We will be doing this for a few reasons:
• Support a few smaller local grassroot organisations
• Raise awareness of the 11Eleven Project with a variety of NGO’s
• Create brand awareness that the 11Eleven Project is all about contributing to Global Good.
These charities will be need to be legally registered and have an annual turnover of less than
$500,000.
A N N U A L
< $ 5 0 0 , 0 0 0
T U R N O V E R
G L O B A L
G O O D
N G O
L O C A L
G R A S S R O O T

Marketing Strategy
The 11Eleven Project will be using a variety of key marketing strategies to ensure greatest global
participation. Below are a few of the areas of focus:
FACEBOOK
The 11Eleven Project uses
Facebook to communicate to
its participants. The main
page is www.facebook.com/
11elevenproject The page is
also available in Dutch, Malay, Swahili, Turkish,
Portuguese, Spanish, Thai, Bahasa, Mandarin,
Sinhala with more languages on the
way. A “Facebook” type page has also been
set upon Chinese Social Media “RenRen”.
TWITTER
NETWORKS
The 11Eleven Project uses
Twitter to communicate
regular updates.
@11elevenproject
The 11Eleven Project is
currently connected to a few
online networks which include
the Charter for Compassion,
TED and LinkedIN. These
networks connect to thousand of groups
across the globe.
PRINT MEDIA
We currently have Marie Claire
Magazine who has come
onboard as an International
Media Partner. There will
also be a media rollout closer
to the date. In particular, we will be targeting
newspapers, magazine and street press.
BLOGGING
The 11Eleven Project currently
has a blog http://11elevenproject
.wordpress.com There is also an
outreach program to connect
with bloggers around the world.
Currently there are members of the 11Eleven Project
team who specifically focus on connecting
with Bloggers with interest in the themes of the
project. The 11Eleven Project is also supported by
the Blogging website Global Voices (http://globalvoicesonline.org)
which has outreach in over
85 countries.
CELEBRITY ENDORSEMENTS
The 11Eleven Project is currently
seeking Celebrity Endorsement
from around the world. We are
looking for high profile people in
sports, entertainment, business,
community and politics. With celebrity support
we are able to garner greater media coverage.
TV / RADIO
Closer to 11/11/11, television and
radio interviews will be booked
to create greater community
engagement and awareness with
the project.

More information
For more information or queries, contact:
Danielle Lauren
+61 411 604 597
director@11elevenproject.com
info@11elevenproject.com facebook.com/11elevenproject @11elevenproject