Just Do It! A ground-breaking film of utmost importance

This blog post is a long time coming and for that I apologise.

Friend and film-maker, Emily James, is working on a ground-breaking film of utmost importance and I would urge you all to check it out. You can watch their latest trailer below:

Called Just Do It, the film follows three organisations, two loose affiliations and one domestic extremist from the streets of London during last year’s G20 protests, north to Ratcliffe-on-Soar power station in Nottinghamshire and even further north to the UN COP 15 climate summit in Copenhagen… with an array of other diverse locations in-between.

It’s a ground-breaking film because the enterprise is entirely crowd-funded with both finance and other resources souced from a wider community – both on and offline. 

This methodology-cum-ethos stems not just from the network effect driven by an Internet-connected community but by a deeper motivation that will ensure the integrity of the project. As the film’s website explains, community-led production:

“embodies the spirit and culture of
the movement that we are portraying. By applying community-led
alternatives to existing production models we encourage the measure of
the film’s success to be defined by how much it contributes to a genuine
cultural shift, rather than by box office takings. We’re making a film
that isn’t commercial, probably wouldn’t be profitable, but nonetheless needs to be made.

Not only that, as well as keeping production community-based, the film’s distribution will also rely entirel;y on the same approach to achieve its objective: to be seen my 1m people in 2011.

To do this the makers have a plan:

“The film will be released under a Creative Commons,
non-commercial license. We will distribute the film via free internet
downloads, free-ish DVDs, film festivals and guerrilla screenings …
This is filmmaking as politics, as well as a film about politics.”

In addition it’s a film of utmost importance as it highlights the work being done by groups and individuals in the UK – and as part of a global network – to address the issue of climate justice.

With global corporations and world governments to tackle man-made climate change following the failure of the COP 15 summit the film is a call to action demonstarting how (extra)ordinary people doing (extra)ordinary things can achieve more than they could imagine possible.

In Emily’s words:

“It urges people not to wait for
others to act on their behalf, but to intervene when they see injustice,
to take action against all odds and ultimately Just Do It.”

With all this in mind it’s vital that the film makes it to completion, which is where you come in.

There are a number of ways you can get involved and help make the film a reality, from donating some time or expertise to handing over some much needed funds.

There are a number of tasty incentives to encourage you to get involved and the all important FAQs about where your money will go.

What are you waiting for? Just Do It!

Have we finally breached the symbolic ‘real media’ vs social media divide?

There's an interesting post over at the Journalism.co.uk blog where they are trying to crowd source the perfect press release.

The post offers some great press release-writing tips for people new to the industry and even acts as a reminder to those more seasoned PR professionals about what journalists really want to know about a story.

But what's interesting about the results is the inclusion of social mediia elements which are being specifically requested by journalists.

Maybe I'm wrong to be surprised, but when journalists are asking for "a headline have crossed over into … short enough for a Twitter update including a link." then it seems we really have gotten over the online vs offline; 'real media' vs social media divide.

The only thing is…. while journalists are adapting quickly to a new, more real-time media environment have PR professionals? I still see a lot of "no-one really reads blogs" or "Yes, but what's the reach of that Tweet?" from PROs.

So here's the real incentive: even if you want to ignore that the media landscape and infrastructure is changing around you….. the journalists you are pitching stories to already get it and if you don't adapt accordingly then you'll be less effective at doing your job. Simples!

Tags: Journalism.co.uk, social media, press release

I’m back damnit and here’s your starter for 10: an OpenCIPR

OK. I'm back blogging again. Apologies for the haitus. Twas caused by busy, busy work and too much homelife going on.

So I have a few thoughts on s0me issues around public engagement and social media which I aim to write up soonest, in the meantime I wanted to float this idea:

Does the desire exist among UK PR types for an OpenCIPR?

Well, is there? I didn;t renew my membership earleir this year but after discussions with a good few digtial PR types was convinced that there are a number of areas where an organisation of social media and digital PR and communications types would be very useful, e.g. taking the marketing and ad agencies on through thought-leadership; developing and sharing best practice communally (a la Will McInnes' Measurement Camp); knwoeldge sharing, networking, drinking, etc.

But this thought led naturally to the next…. in a social/digital age do we need (a) formal organisation to organise? My opinion: no.

So I propose re-joining the CIPR and establishing a OpenCIPR grassroots version. This is something David Wilcox and others did with the RSA. And if they can do it with the RSA we can do it with the CIPR.

But I need to know a) that this isn't a stupid idea and b) others are willing to get involved.

Please leave your views in the comments. kthxbai

Tags: CIPR, OpenCIPR, open source organising

Video from Crowd Surfing Book launch

Book launch from David Brain on Vimeo.

David brain has kindly made the video available of the recent book launch for Crowd Surfing. Enjoy.

Technorati tags: Crowd Surfing, David Brain, Martin Thomas

Book launch: Crowd Surfing

Edelman’s European CEO and author, David Brain, kindly invited me along to the launch of his new book this week at the Groucho Club.

Crowd Surfing, co-written with Martin Thomas, is about how changes in society – and more specifically consumer empowerment – are changing the commercial and political landscape (Regular readers of this blog will know that these are two themes right up my street).

One barrier I think any author writing about this topic will encounter is how to adequately summarise and crystallise ideas or examples that have become almost cliches or accepted logic in business – and particularly marketing -circles.

Everyone seems to ‘get’ Web Two Point Oh and want a digital empowerment strategy as standard. But in the rush to ‘tick the boxes’ (as I heard one client remark recently) there is the real risk to entirely misunderstand what changes are *really* happening and why.

I haven’t yet finished my copy of the book but so far and Crowd Surfing hasn’t disappointed. The authors give a clear outline of what the phenomenon of ‘customer empowerment’ looks like and why is matters.

Subsequent chapters look like they will provide clear case studies illustrating real life examples of where companies have got it right and wrong. I see that the 2012 logo launch makes its way to the pages; a case study with which I may be a little too familiar!

James Cherkoff has read the book and already posted his review.

It was also great to catch up with Antony Mayfield, Stephen Davies, Stuart Bruce and Justin Kerr-Stevens again. And also to meet Amelia Torode and Dom Campbell for the first time.

Technorati tags: Crowd Surfing, David Brain, Martin Thomas


Our esteemed European CEO and fellow Edel-blogger, David Brain, will be officially launching his new book, Crowdsurfing, next month.

In hot anticipation he has produced a short video about the book with his co-author, Martin Thomas.

Crowdsurfing from David Brain on Vimeo.

If you like what you see you can buy a copy from Amazon.

Technorati tags: David Brain, Crowdsurfing, Martin Thomas