Make Poverty History - Creating a Movement

Tom Johnstone and Bridget Angear

This is the story of how the Make Poverty History campaign became a social movement. In 2005, GCAP wanted to persuade the G8 leaders to make serious long term commitments to help reduce extreme Third World poverty.

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...

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