50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Free Pussy Riot. For more, see: http://peopleslab.mslgroup.com

1. crowdsourcing | storytelling | citizenship
People‟s Insights: Volume 1, Issue 33
Free Pussy
Riot

2. What is Free Pussy Riot?
An social media led movement by supporters of Pussy Riot – a Russian
feminist punk-rock band and anti-Putin activist group – to protest the
detention of three members and to attract international intervention.
The three detained members of Pussy Riot (from left to A shop in Bruges, Belgium, declares its
right): Ekaterina, Maria and Nadezhda. support for Pussy Riot
1) freepussyriot.org/about
2) jasoncallewaert on instagram

3. Reason behind the arrest
The three women were arrested following an illegal performance at
Moscow‟s Cathedral of Christ the Saviour, where they wore masks,
played punk music and prayed to Virgin Mary to rid them of Putin.
Original video: youtu.be/GCasuaAczKY
Video with English lyrics: youtube.com/watch?v=ALS92big4TY

4. Protest against severe punishment
Three members were charged with „hooliganism motivated by religious
hatred,‟ and faced up to 7 years imprisonment. Human rights activists
viewed the punishment as “excessive” and “personal revenge” of Putin.
Source:
freepussyriot.org/
“
“
It is a misdemeanor that in a normal, civilized European state is handled in
administrative rather than criminal proceedings. That‟s why I think the ruling
on those women is excessive.
– Vladimir Lukin, Human Rights Commissioner, Russia - DNAIndia

5. A purpose inspired movement
United with a shared purpose, supporters called for the freedom of the
women with three specific actions: raise funds for the women‟s legal
defense, petition authorities, and create awareness.
takeaction.amnestyusa.org/

6. Niche communities offered support
Russians were averse to Pussy Riot, and majority of the support came
from Europe and North America, especially from anti-Putin groups,
human rights activists, feminists and musicians.
Source:
Huffington Post
“
“
Like the Occupy movement, it involved a small group that magnified its
attention through other nodes: Amnesty International, feminist bloggers, the
foreign policy press, and a vast mob of supporters on Twitter and Facebook.
– Tom Watson, journalist at Forbes

7. High profile musicians amplified reach
The involvement of high-profile musicians helped spread awareness,
with Madonna voicing her support at a concert in Moscow, and Paul
McCartney tweeting his to nearly a million followers.
twitter.com/PaulMcCartney/status/236063776909172737/photo/1/large

8. Transmedia storytelling fuelled movement
Using transmedia, including videos, web games, photos and tweets,
supporters shared stories from across the world, designed to evoke
emotions and further fuel the hype around the movement.
huffingtonpost.com/2012/08/17/pussy-riot-putin-lights-up-the-fires-video_n_1 797880.html

9. Role of social media
Supporters spread news in real-time, with a constant stream of updates
– including live tweets from the court house – to the community of
102,000 Facebook fans and 16,000 Twitter followers.
Live updates from the court house on August 17 – the day the judge announced
her judgment (via twitter.com/Eng_Pussy_Riot)

10. Global day of solidarity for Pussy Riot
Russian social network VK and Facebook enabled supporters to
organize and promote events taking place in 74 cities to establish the
day of the ruling as the “Global Day of Solidarity for Pussy Riot.”
freepussyriot.org/en/actions

11. Criticism and controversy
Not everyone supported Pussy Riot. Many agreed with the charges of
religious hatred and felt that the women deserved to be punished.
Several even questioned the motive behind the international outrage.
1) outlawjournalism.com/?p=210
2) Views, likes & dislikes on original Punk Prayer video - youtu.be/GCasuaAczKY
3) Views, likes & dislikes on English version of Punk Prayer video - youtu.be/ALS92big4TY

12. Impact of the movement
While the movement was unsuccessful in freeing the women, who were
sentenced to two years of prison, it was successful in giving their
original protest against Putin an international audience.
13.4 million results for a Google news search on “pussy riot” (as of August 28, 2012)

13. More People’s Insights Weekly reports
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in three key
areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing Storytelling: Citizenship
Mahindra Spark the Rise @MarsCuriosity #Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

14. Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights People’s Insights People’s Insights
Network weekly blog Quarterly magazine
50+ MSLGROUP planners We deep dive into Every quarter, we will compile
share and discuss inspiring conversations around one the best insights from the
projects on corporate project -- on the MSLGROUP network and the blog in the
citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a
storytelling. on the broader social web -- to showcase of our capabilities.
distill insights and foresights.
For more, visit http://peopleslab.mslgroup.com

15. Coming soon: People‟s Insights Annual
Report
In early January 2013 we will publish the People‟s Insights Annual
Report, in which we synthesize our insights from throughout 2012 and
provide foresights for business leaders and change-makers for 2013.

16. People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com

17. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com