new work city march 22 vision and values: jeremy heimans

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RISE OF THE MOVEMENTREPREN

@jeremyheim

jeremy@purpose

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Logo / Tagline2001

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Logo / TaglineRISE OF THE MOVEMENT ENTREPRENEUR

Technology has dramatically loweredthe barriers to entry for movement

creation. Today, movemententrepreneurs can rapidly create newsources of power by aggregating and

mobilizing the voices of many 

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AUSTRALIA IN 2005

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AUSTRALIA IN 2005

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Logo / TaglineAUSTRALIA IN 2005

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STARTING A “MOVEMENT”

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Logo / TaglineTHE REACTION

Members of Parliament are “beside

themselves” they have received somany emails.

This is nothing more than SPAM!

- Australian Government Minis

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GETUP TODAY

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“I AM GETUP” – WEAK TIES THAT BIND

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VICTORY

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THE PROBLEM

World’sPeople

MultinationalOrganizations

Governments

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THE SOLUTION

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AVAAZ.ORG NOW HAS 7+ MILLION MEMBERS

0.00

1.00

2.00

3.00

4.00

5.00

6.00

2007 2008 2009 2010

Membership Over Time

Millions of People 

Year

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OPERATES IN 14 LANGUAGES

AND HAS MEMBERS IN EVERY COUNTRY ON EARTH

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PURPOSE BUILDS SOCIAL MOVEMENTS TO ADDRESS MAJOR GLOBAL PROBLEMS

Partnered with the Lance ArmstrongFoundation to create a global

movement to fight cancer that is now1.5-million strong

Partnering with Jamie Oliver and TED

to create a national food movement tohelp solve obesity in the US and tofundamentally change Americans’relationship with food

Founded the world’s first globalmovement for LGBT rights andequality with support from majorfoundations including Ford

Founded a new movement to organizeand educate consumers to builddemand for electric cars as a keysolution to oil dependency

Helping reframrebrand the is

disarmament generation. Laterm movemeelimination of weapons.

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EXAMPLE: LIVESTRONG ACTION

Impact

§  Broughthundredthousansupportglobal mfight can

§  More tha

self-orgaevents aof directtaken thplatformthe worl

Action and campaign timeline

LIVESTRONG

DAY

2. DEDICATION BOOK CAMPAIGN

3. LIVESTRONG DAY CAMPAIGN

JULY AUGUST SEPTEMBER OCTOBER NOVEMBER

CEO DELIVERS

PETITIONS

4. HEALTHCARE REFORM CAMPAIGN

LANCE

RETURNS TO

TOUR DE FRANCE

WORLD CANCER SUMMIT

1. WORLD CANCER

SUMMIT CAMPAIGN

+53,000

+122,000

+49,000

21ST CENTURY MOVEMENTS GIVE PEOPLE MULTIPLE WAYS TO EXERCISE POWER

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21ST CENTURY MOVEMENTS GIVE PEOPLE MULTIPLE WAYS TO EXERCISE POWER –THEIR TRADITIONAL ROLE AS POLITICAL CONSTITUENTSExample: Hello Electric—the global movement for electric cars

EFFECTIVE SOCIAL MOVEMENTS CREATE NEW SOURCES OF POWER

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EFFECTIVE SOCIAL MOVEMENTS CREATE NEW SOURCES OF POWER

Movements give people targetedopportunities to act on issues thotherwise:

§  Shrouded in technocratic obe.g. financial regulation

§  Dominated by impenetrableintergovernmental processesclimate change, nuclear disa

§  Difficult for individuals to cooaction around—e.g. AIDS, glo

They democratize the process empowering people to participdeeply in how their society is orcreating a marketplace of engaand passion 

At-scale social movements can shift balance of power between elites and ordinary

HOW WE CHOOSE OUR FOCUS

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HOW WE CHOOSE OUR FOCUS

ISSUE OFMAJORGLOBAL

IMPORTANCE

POTENTIAL FORCHANGE BYMOBILIZING

LARGE NUMBERSOF PEOPLE

GAP IN EXISTINGISSUE

INFRASTRUCTUREOur focus

EXAMPLE: ALL OUT FILLS A GAP IN THE GLOBAL ISSUE INFRASTRUCTURE LANDSC

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NGOs target institutional playersthrough policy-based advocacy

MULTILATERALS& GOVERNMENTS

ORGANIZED ALLIES& OPPONENTS

POTENTIAL ALLIES & LGBT PEOPLEAROUND THE WORLD

This focus has notprovided the platformnecessary to engage amass base of people andachieve widespread

cultural change

EXAMPLE: ALL OUT FILLS A GAP IN THE GLOBAL ISSUE INFRASTRUCTURE LANDSC

Approach to LGBT rights

A neplatneeaggactiglobLGBALL

OUR TARGETED COMBINATION OF EXPERTISE ENABLES THIS MODEL

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OUR TARGETED COMBINATION OF EXPERTISE ENABLES THIS MODEL

Interactiondesigners

Businessstrategists

Behavioraleconomists

Brandstrategists

Politicalorganizers

Creativetechnologists

StrategyBrand &design Campaigns Execution Metrics

Visual

designers

LONG TERM AIM OF OUR WORK

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Effective, large-scale socia

movements exist to helpaddress the world’s bigges

problems and ensure greatepopular accountability at th

global level.

LONG-TERM AIM OF OUR WORK

Logo / Tagline

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Logo / Tagline

jeremy@purpose.com

@jeremyheimans