STATE OF THE FIELD IN YOUTH ECONOMIC OPPORTUNITIES

Table of Contents
Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8
Chapter 9
Chapter 10 Chapter 11 Chapter 12 Chapter 13 Chapter 14 Chapter 15 Annexes
2012 State of the Field in Youth Economic Opportunities
Chapter 11: The Role of Education Entertainment,
Social Media and Social Marketing
11.2.1 Voices: brpr Group on Why Social Media Is More Than Just a Facebook or
Twitter Account
Gerard Bush, Co-Founder and Chief Creative Director
of the brpr Group, gave this analogy, “Imagine
you meet somebody you like and you can create a
friendship. You have shared values and interest. All of
a sudden they stop talking to you. Then three months
later, they will talk to you but they are unrecognizable.
No familiarity with the brand. You have to have a
consistent voice and brand, and you must be willing
to make that commitment. It takes time to commit
to social media and develop expertise about how
you will talk or engage with people. If you don’t have
something well thought out or well-planned then you
won’t get that far.”
For more information, see www.brprgroup.com/.
11.3 Prepare to Interact.
Social media demands interaction. The audience, especially young people who have come of age in a digital
world, are accustomed to responding, discussing, commenting, and participating in whatever cause or
organization you are promoting. This places the burden on those utilizing social media to entertain, engage and
educate. It is important to tell a story in a compelling way. Box 11.3.1 features a social campaign that uses a
variety of media, in-person activities, retail sales, and physical objects to engage and interact with their target
audience.
11.3.1 Bright Ideas: Falling Whistles Raise Awareness about the Congo
Members of the YEO field can learn about social
messaging from campaigns and social movements
that have successfully utilized media.
Falling Whistles is a campaign for peace in the
Democratic Republic of Congo. The campaign took its
name from the practice of sending children too young
to carry guns into the frontline to blow whistles when
fighting began. The campaign seeks to educate people
about the war in Congo, advocate for conflict-free
minerals in common electronics, and create dialogue
about peace. The campaign has been successful
because it:
• Harnesses social media and the Internet to mobilize
“whistle-blower” societies;
• Presents multi-media images and stories about
Congo;
• Maintains a buzz about social issues;
• Utilizes celebrity endorsements to draw attention to
the war in Congo; and
• Partners with retail outlets to carry Falling Whistles
products and information.
For more information, see www.fallingwhistles.com.
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