Tagged 'social good'

‘Times of India’ incites youth to change the status quo

As The Times of India celebrates its 175th anniversary, the largest English daily in the world is rededicating itself to leading change in the country. (Five years ago the newspaper’s “Lead India” campaign, from JWT, won a Grand Prix at Cannes.) Sponsored by India’s largest automaker, Maruti Suzuki, “I Lead India” seeks to mobilize youth and make them grassroots agents of change at a time when Indians are filled with negativity and pessimism. The country has seen a shocking increase in both government corruption and crime, and Indians are losing confidence in their leadership.

The campaign advocates going beyond armchair criticism, with a TV commercial urging viewers to stop pointing fingers and blaming others. Instead, it pushes Indians to stand up and be counted. “It’s down to the individual. You are your own leader,” says the chant that accompanies scenes of young people joining together to set fire to the status quo. Print ads encourage youth to be the change they want to see (a sentiment often credited to Gandhi). On the Web, the Times is on the lookout for youth across 26 cities to create a brigade that could spearhead change, tackling issues of critical relevance to their cities. “I Lead India” is a clarion call for the next generation.

Duracell, Verizon, AT&T offer electricity for hurricane victims

During disasters and the prolonged relief efforts that follow, access to information and the ability to connect with loved ones is crucial to alleviating anxiety—which we noted back in 2010, following the Chilean earthquake, and last year, after Hurricane Irene. Now, in the wake of Sandy, one of the largest hurricanes to hit the United States, companies large and small are stepping in to help with at least one major issue for victims—lack of power.

Duracell unleashed a “Power Forward Community Center” in New York City’s Battery Park, enabling people to charge devices and also get online at computer terminals. And the company’s “Rapid Responder” four-by-four truck, which is suited up with power outlets, is roaming the streets of New York and Hoboken, N.J. People can also get free Duracell batteries to keep their radios and flashlights going.

Similarly, Verizon sent out mobile charging stations to several affected areas in New Jersey, West Virginia and Ohio. Yesterday, New York Mayor Michael Bloomberg said AT&T will provide charging spots at the food and water stations the city is setting up. And, in areas where they are operational, Verizon, AT&T and T-Mobile retail outlets are allowing visitors to charge their devices in-store. Some local businesses also lent a hand where they could: In New York City’s East Village, for example, one restaurant, Percy’s Tavern, posted a sign reading “Friends and neighbors, please make use of our generators for phone charging to contact friends & family to let them know how you are.”

During times of distress, relatively low-cost gestures like these can go a long way in restoring a sense of normalcy for people affected while building good will toward the brand.

Photo Credit: news.verizonwireless.com