new work city march 22 vision and values: jeremy heimans
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8/7/2019 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
@jeremyheimans