As the Director of the Pew Research Center’s Internet & American Public Life Project, Lee Rainie routinely stays on top of how the internet is affecting the lives of Americans. Recently, Rainie shared his thoughts with the Communications Network about how the changes being wrought by the internet on society are also causing foundations to rethink and retool how they communicate with external audiences.
I once remember asking an art director for an advertising agency whose firm produced a winning poster in competition designed to deter teens from driving after drinking what motivated him to enter.
His response, “No one ever asks us to use our creative skills for something like that. Especially not something that’s all about saving lives.”
The Bill & Melinda Gates Foundation is hoping to similarly tap both the heads and hearts of the creative community to help change the narrative on foreign aid.” As part of a special “Grand Challenges” competition, the foundation plans to fund up to 10 “game-changing ideas” that creatively use communications to “motivate the public in the wealthy countries of the world to change their minds about aid, and take actions to demonstrate their support.”
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