Make Poverty History – Creating a Movement
Tom Johnstone, Bridget Angear - AMV BBDO
INTRODUCTION
Every brand would love to start a social movement. To reach into the lives of people and incite passion and desire enough for people to change their behaviour in some way as a result. But 'movement' is an overused term in communications. A real social movement should have an energy and momentum of its own. It should be able to exist independent of any 'push' messaging.
Make Poverty History is a true example of a social living movement. Made possible by the input of an...