Creativity for good - the idea that community issues can be solved through smart, creative thinking and simple ideas that change behaviours.

1. Creativity for good

2. The idea that problems which have often seemed too
large to overcome can in fact be helped by smart
thinking and simple ideas with a touch of creativity,
when you tap into some universal truths.

3. It works for charities.

4. Charity Water

5. Truth:
People are discouraged from donating to charity
because they believe they cannot afford it.

6. Truth:
People are discouraged from donating to charity
because they believe they cannot afford it.
Opportunity:
Take an occasion where people are already spending
money and encourage a change of behaviour.

7. It works for the community.

8. The Copenhagen Wheel

9. Truth:
Copenhagen residents have a large use of bikes to
commute around the city.

10. Truth:
Copenhagen residents have a large use of bikes to
commute around the city.
Opportunity:
How can we reward people for this behaviour and
improve their experiences so more people get
involved?

11. It works for brands.

12. The Times of India

13. The brief:
Improve the perception of the publication to
remove their reputation for “yellow journalism”

14. Truth:
India is home to the largest population of
English educated people on the planet.
It is also home to millions of people who live in
the slums, and who have pressure to earn
money therefore drop out of school.

15. Truth:
India is home to the largest population of
English educated people on the planet.
It is also home to millions of people who live in
the slums, and who have pressure to earn
money therefore drop out of school.
They saw this as an opportunity to use this
as a catalyst for change.

16. Teach India was an initiative that aimed to attract
5,000 volunteers over the course of the campaign
(an optimistic target) to teach children English.

17. Teach India was an initiative that aimed to attract
5,000 volunteers over the course of the campaign
(an optimistic target) to teach children English.
After 1 week they had 10,000 volunteers.

18. Teach India was an initiative that aimed to attract
5,000 volunteers over the course of the campaign
(an optimistic target) to teach children English.
After 1 week they had 10,000 volunteers.
By the end of the campaign they had over
100,000 volunteers.

19. This meant 2 million children were given
the opportunity to learn to read.

20. And the Times of India won a Grand Effie.

21. Volkswagen

22. The brief:
Promote “Blue Motion Technologies” - a series of
innovations in cars which help reduce their
environmental impacts.

24. Truth:
Making something enjoyable encourages
positive behaviour.

25. But also put the challenge out to the public
for their suggestions.
This was the winner...

26. Now it’s over to you.