Young Glory is a worldwide competition that rewards Creative Strategy.
Each month, between October and May, a different industry leader sets and judges his/her own brief. Participants have one month to respond to each brief. Students and Professionals new to the industry compete monthly in separate categories to win Gold, Silver, Bronze or Shortlist spots.
I have responded to the 4th brief and was awarded the 3rd place. Hooray!
BRIEF IV: WIKIPEDIA
by Gav Gordon-Rogers, Interactive CD, Wieden+Kennedy London
THE CHALLENGE
Despite the straightforward inquiries from Jimmy Wales and some of its staff members for donations on wikipedia.com, it seems that most of us have taken the site’s gratuity for granted. How can we encourage people to make regular donations to Wikipedia?
THE STRATEGY
Make users realize that Wikipedia relies on a community of people like them to keep its collaborative, informative, educational and most of all free service they use everyday. In other words: someone just helped you find what you were looking for; so why not help somebody else in return?
THE IDEA
“Sponsor a search”
HOW DOES IT WORK?
Wikipedia users are encouraged to take over the site content by sponsoring a keyword / page of their choice. By doing so, they demonstrate their solidarity toward other users, suggesting them to do their part for somebody else in return.
THE INSIGHT
People want to be associated with content they like. For example, I’d be more than happy to sponsor the Cohen brothers' Wikipedia page. Consequently, sponsorship costs could be fixed upon offer and demand, a little like AdWords.
SOCIAL MEDIA COMPONENT
Of course, people would be asked to share their sponsorship over their social networks, allowing them to easily demonstrate their philanthropic contribution as well as maximizing the reach of the campaign.
ALL IN ALL
The vast knowledge we find on Wikipedia is the result of years of collaboration from enthusiastic people around the world. And that is the whole idea: everybody is redeemable to somebody. Let’s not forget it.
Year: 2012
