The Pixel Project
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Preventing Violence Against Women .
The Pixel Project is a global volunteer-led nonprofit marketing consultancy that aims to help end Violence Against Women (VAW) by providing pro bono social media outreach to raise awareness, time and volunteer resources for VAW nonprofits around the world.
Social media (ie Facebook, Twitter, blogs) used wisely can generate global awareness and fundraising opportunities for the VAW cause. However, social media is time and talent intensive. To be successful, this type of outreach requires frequent, relevant content and updates; viral marketing schemes; and a specific message tone.
The Pixel Project offers VAW nonprofits worldwide joint venture partnerships to harness the power of the Internet to:
1) Provide a central resource for VAW links to help women or families affected by violence;
2) Use the power of celebrity to raise awareness about the VAW cause;
3) Create a global conversation that can help end VAW;
4) Join volunteers with virtual and local opportunities with nonprofit VAW organizations; and
5) Using innovative viral micro-fundraising concepts to help raise US$1 million for selected VAW nonprofit partners. Our flagship fundraiser aims to inspire a global audience to unveil a mystery million-pixel Celebrity Male Role Model collage by buying each pixel for US$1.
We also independently work to change how the cause is approached and perceived:
1. We take a gender-blind approach. We believe that men and women must work together to effectively end VAW. This inclusive, collaborative approach will reframe VAW as a mainstream social issue instead of a women’s problem; encourage men and boys to join the movement and get rid of the false “men vs women” dichotomy in combating VAW.
2. We pave the way to constructive dialogue using positivity, creativity, interactivity and humour. Pixel’s online campaigns are a departure from the “shock and awe” tactics of traditional VAW campaigns. Our positive tone creates safe areas for discussion, education and, eventually, the eradication of VAW as the interactive elements of social media also vest people in the cause through creative participation in campaigns.
The Pixel Project’s unique approach can be summed up in 6 points:
• A triple bottom line of raising awareness, funds and volunteers. VAW campaigns are often streamed into fundraising, awareness-raising or volunteer recruitment. We provide integrated campaigns that raise all 3 resources simultaneously.
• Taking the VAW cause into the 21st century by introducing VAW nonprofits to social media strategies and campaigns. Our understanding of VAW and social media allows us to engage in productive dialogue about VAW using the positive and humorous tone appreciated in social media. We are also the most accessible web resource for VAW. Our web resources are search engine optimized so they are the first search result for The Pixel Project. Other VAW nonprofits with web resources are lost in search engines because their names are common search terms.
• Shifting from gender-based to gender-blind. We strive to rid VAW of false “men vs women” dichotomies created by the traditional woman-centred approach. Instead, we get men and women to collaborate on ending VAW because it is everybody’s problem.
• Payment in “Sweat Equity.” We do not charge VAW nonprofits for our services. Instead, our partners work hand in hand with us on campaigns and we take 10% - 15% of gross funds raised. This approach trains our partners to use social media effectively and vests them in the success of a campaign. Our share of the funds goes back into funding future projects and campaigns.
• Micro-fundraising. Our first fundraiser, an interactive mystery collage, allows people to reveal the collage for US$1 per pixel. We will continue to develop and implement innovative micro-fundraising gambits.
Currently, there are no dedicated consultancies focused on gender-based violence in this manner.
Sobre Você
Seção 1: Sobre Você
Nome
Regina
Sobrenome
Yau
Organization
The Pixel Project
Country
Seção 2: Sobre a Sua Organização
Is this initiative/innovation linked to any established organization?
Não
Nome da Organização
The Pixel Project
Página da organização na internet
Telefone da organização
Endereço da organização
País da organização
Sua organização é
CSO/NGO
How long has this organization been operating?
1-5 years
Sua ideia
Dê um nome ao seu projeto
The Pixel Project
Em que estágio está seu projeto?
Operating for 1-5 years
When was the project initiated? or When are you planning to begin?
The Pixel Project, originally created as a finite one-off campaign in aid of Malaysia's Women's Aid Organisation, began in January 2009.
However, based on responses from various VAW organisations, our research and observation of news trends, it is clear that The Pixel Project can extend beyond our current campaign to create a positive, long-term impact for the cause.
To date, we are in our launch stage. We have an active web, Twitter and Facebook presence. Our webinar series has launched in February 2010 and our “Wall of Support” Youtube-based Video Endorsement campaign has launched on 8 March 2010. Our signature fundraiser, an interactive mystery collage, is expected to launch in summer 2010.
Describe your idea and explain why it is innovative
The Pixel Project is a global volunteer-led nonprofit marketing consultancy that aims to help end Violence Against Women (VAW) by providing pro bono social media outreach to raise awareness, time and volunteer resources for VAW nonprofits around the world.
Social media (ie Facebook, Twitter, blogs) used wisely can generate global awareness and fundraising opportunities for the VAW cause. However, social media is time and talent intensive. To be successful, this type of outreach requires frequent, relevant content and updates; viral marketing schemes; and a specific message tone.
The Pixel Project offers VAW nonprofits worldwide joint venture partnerships to harness the power of the Internet to:
1) Provide a central resource for VAW links to help women or families affected by violence;
2) Use the power of celebrity to raise awareness about the VAW cause;
3) Create a global conversation that can help end VAW;
4) Join volunteers with virtual and local opportunities with nonprofit VAW organizations; and
5) Using innovative viral micro-fundraising concepts to help raise US$1 million for selected VAW nonprofit partners. Our flagship fundraiser aims to inspire a global audience to unveil a mystery million-pixel Celebrity Male Role Model collage by buying each pixel for US$1.
We also independently work to change how the cause is approached and perceived:
1. We take a gender-blind approach. We believe that men and women must work together to effectively end VAW. This inclusive, collaborative approach will reframe VAW as a mainstream social issue instead of a women’s problem; encourage men and boys to join the movement and get rid of the false “men vs women” dichotomy in combating VAW.
2. We pave the way to constructive dialogue using positivity, creativity, interactivity and humour. Pixel’s online campaigns are a departure from the “shock and awe” tactics of traditional VAW campaigns. Our positive tone creates safe areas for discussion, education and, eventually, the eradication of VAW as the interactive elements of social media also vest people in the cause through creative participation in campaigns.
The Pixel Project’s unique approach can be summed up in 6 points:
• A triple bottom line of raising awareness, funds and volunteers. VAW campaigns are often streamed into fundraising, awareness-raising or volunteer recruitment. We provide integrated campaigns that raise all 3 resources simultaneously.
• Taking the VAW cause into the 21st century by introducing VAW nonprofits to social media strategies and campaigns. Our understanding of VAW and social media allows us to engage in productive dialogue about VAW using the positive and humorous tone appreciated in social media. We are also the most accessible web resource for VAW. Our web resources are search engine optimized so they are the first search result for The Pixel Project. Other VAW nonprofits with web resources are lost in search engines because their names are common search terms.
• Shifting from gender-based to gender-blind. We strive to rid VAW of false “men vs women” dichotomies created by the traditional woman-centred approach. Instead, we get men and women to collaborate on ending VAW because it is everybody’s problem.
• Payment in “Sweat Equity.” We do not charge VAW nonprofits for our services. Instead, our partners work hand in hand with us on campaigns and we take 10% - 15% of gross funds raised. This approach trains our partners to use social media effectively and vests them in the success of a campaign. Our share of the funds goes back into funding future projects and campaigns.
• Micro-fundraising. Our first fundraiser, an interactive mystery collage, allows people to reveal the collage for US$1 per pixel. We will continue to develop and implement innovative micro-fundraising gambits.
Currently, there are no dedicated consultancies focused on gender-based violence in this manner.
What kind of beneficiaries is your initiative addressed to?
Women, Girls, Society in general.
Describe the profile of the beneficiaries of this project
The Pixel Project will have 2 types of beneficiaries
1) Financial/Fundraising Beneficiaries:
VAW nonprofits working on the ground around the world to prevent, stop and end any and all forms of Violence Against Women including Domestic Violence, Rape, Rape as a War Crime, Female Genital Mutilation, Human Trafficking, Dowry Murder and Forced Marriage.
Each campaign will benefit 2 to 3 selected VAW nonprofits from different parts of the world. There will be no geographical limitation because no country or culture is truly free from VAW.
Our 2010 campaign's Partner-Beneficiaries are Malaysia's Women's Aid Organisation (WAO) and the USA's National Coalition Against Domestic Violence (NCADV).
2)Awareness-raising/Educational Beneficiaries
The Pixel Project’s awareness-raising campaigns will assist VAW organisations around the world with raising awareness about VAW and their efforts to end VAW while inspiring men and women worldwide to work together to end VAW.
By 2015, we expect to:
- Raise the profile of up to 30 VAW nonprofits and their work
- Reach and educate 1 million people about VAW
- Get 2000 or more people volunteering on the VAW cause worldwide
What is your initiative’s implementation strategy?
Our mission is to fulfil the triple bottom line for the VAW cause by raising awareness, raising funds and raising volunteer manpower to empower the VAW cause and change the perception of VAW long-term.
Our 3 main programmes:
• Micro-Fundraising. The initial concept of The Pixel Project is the unveiling of a celebrity male role model collage, revealed at US$1 per pixel, to raise US$1 million for our partner-beneficiaries. As we progress, we will devise more of such fundraising concepts.
• Ongoing Education and Awareness Raising. We have an ongoing webinar series developed to facilitate a global conversation about VAW and a fortnightly e-Newsletter. We also have integrated, ongoing awareness campaigns through Facebook and Twitter to build an influence and support network that involves daily activity. For example, we have a Twitter Tag Team tweeting round the clock and a monthly “Donate a Status Monday” on Facebook.
• Developing an active grassroots network and talent bank of partners including volunteers, pro bono professionals, service sponsorship partners and VAW organisations who can collaboratively mobilise on large scale VAW projects and for local service opportunities.
In your opinion, what are the main barriers or obstacles in connection with this theme?
Even with the United Nations’ focus on ending VAW, many VAW nonprofits suffer the dual pressures of underfunding and providing services on a skeleton staff. Additionally, because of its cultural and social stigma, VAW is an unpopular cause. This has made fundraising, awareness-raising and volunteer recruitment for VAW organisations a constant uphill battle.
New Philanthropy Capital found that over 7 million women in the UK have been affected by domestic violence, but the 3 major UK VAW charities have a combined annual income of just £17m. In contrast, the Donkey Sanctuary, which has looked after 12,000 donkeys, received £20m in 2006. VAW’s unpopularity was most recently demonstrated in 2009 when California governor Arnold Schwarzenegger attempted to eliminate state funding for domestic violence shelters—just 15 years after the US passage of the Violence Against Women Act.
Few, if any, consultancies in the nonprofit arena address all 3 bottom lines badly needed by the VAW nonprofits and none specialise in the VAW cause.
The Pixel Project will fill this gap by specialising in the VAW cause and providing social media projects, campaigns and initiatives that fulfil all three bottom lines.
What type of partnerships you have or intend to generate strategic alliances with for the development of this initiative? Choose all that apply
Non-Government organizations, Private companies, Social organizations, Outros.
Describe with whom you have generated these alliances and how
We currently have 3 types of partnerships:
1. Partner-Beneficiaries
Partner-Beneficiaries are partners who work together with The Pixel Project on a major fundraiser and benefit from the funds raised. The Pixel Project's 2009/2010 Partner-Beneficiaries are:
- Malaysia's Women's Aid Organisation (WAO)
- The USA's National Coalition Against Domestic Violence (NCADV)
The Pixel Project was initially created to fundraise for WAO after their Administration and Projects Manager, a personal friend, approached me for help with fundraising in December 2008. We then jointly approached NCADV to join in the effort and benefit from the funds to be raised.
2. Awareness-raising partners
Our Awareness-raising partners work with us to cross-promote and support each others initiatives to end Violence Against Women. In the beginning, we reached out to various organisations to form partnerships but currently, other organisations have been reaching out to us to join forces in ending Violence Against Women.
Currently, our partners include:
- UNIFEM's "Say NO - UNiTE" campaign (Global)
- The White Ribbon Campaign (Canada)
- Responsible Men (USA)
- A Call to Men (USA)
- Walk a Mile in Her Shoes (USA)
- The Sisterhood Is Global (Global)
- Step Up (USA)
- Social Innovation Park (Singapore)
- Taking IT Global (Canada and global)
3. Sponsorship/Volunteer Partnerships
Our running costs have been kept low through sponsorship partnerships providing in-kind services and assistance for our project. Current partners include Redbox Studio (our web designers), KPMG (our Official Auditors) and Bright One Communications (our PR agency). We aim to grow and maintain a roster of long-term sponsorship partners to help us keep costs down.
What are the main results generated and/or expected to generate by means of this initiative?
For each campaign, we expect to generate the follow results:
• US$1 million raised per campaign to be shared equally between all partner-beneficiaries.
• 12 to 24 months of high profile awareness and profile raising for the cause and the partner-beneficiaries in both social and traditional media.
• 30 to 50 volunteers involved for 12 to 24 months in actively converted to and supporting the cause via the working on the campaign.
Long term, we expect to generate the following measurable results:
• 1 million active, contributing supporters on our social networking channels by 2012, 50% of whom are boys and men.
• US$1 million or more raised every year via online micro-fundraising channels for the VAW cause – US$5 million raised and up to 15 VAW nonprofit grassroots programmes benefited by 2015.
• 2000 active volunteers and pro bono professionals working with the Pixel Project and its VAW nonprofit partners by 2015, 50% of whom are men.
What is the main impact that your initiative might generate?
Our work expected to have the following long-term impact:
• Mainstreaming the VAW cause: VAW will become one of the most talked about causes of our times with public pressure breaking down social and cultural taboos from the ground up instead of waiting for the trickle-down effects of government policies and laws.
• Sustainable revenue channels for VAW organisations: The campaigns we run will set up medium to long-term fundraising options for our partner-beneficiaries including virtual/digital merchandise, smartphone applications and other micro-fundraising tools. This will enable our partners to continue to benefit long after the end of the campaign.
• Exponentially increasing grassroots action in ending VAW: As virtual volunteering makes it easy for people to collaborate, we will be able to increase the number of people volunteering for the cause. This is particularly crucial for:
o Those who live in extremely conservative cultures and communities.
o Men who are breaking away from peer pressure to help end VAW.
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