Cause Generation: A Platform to Define a Generation's Cause
Tony Morain of Ogilvy in the U.S. will develop and launch an online platform for university student teams to campaign for their chosen development challenges. The platform will allow the teams to generate a “profile page” and develop a strategy for communicating success with the aid of proven communication tools and access to relevant resources, including case studies of effective communication strategies. Team voting will be used to select a winning campaign to support, which will be provided with funding. The aim is to empower young people with the ability to identify the major development challenges of their generation, and educate them to communicate the effectiveness of aid.