TED Prize: What Does Compassion Mean to You, Australia?
December 9, 2009 by Claire Whyntie
Filed under Case studies, Featured
Australians on Compassion from TED Prize on Vimeo.
Technology, Entertainment and Design are the three words that make up the acronym TED so it’s likely the founders of TED would agree that Ogilvy Public Relation’s new campaign on behalf of the organisation had fulfilled the purpose behind the name.
The TED organisation, a small non-profit group, began in 1984 as a conference bringing together people from the worlds of technology, entertainment and design. Since then it has grown to a major disseminator of ideas, conducting regular conferences in Europe and America and awarding the annual TED Prize, which grants the ‘’wish’’ of its recipient. In 2008, religious scholar Karen Armstrong’s wish was for the world’s major religions to come together in recognition of the principle which is at the core of all faiths – compassion.
At the heart of the campaign is the Charter for Compassion, a document crafted by people of all religions which was launched in November with the Dalai Lama and Archbishop Desmond TuTu as its first two signatories. It is intended that people will access the website to join the charter and show that the overwhelming voice in all religions is one of compassion – not negativity or violence.
In Australia in mid-November, the Ogilvy PR 360o Digital Influence team created a 3 minute video featuring prominent Australians saying just what ‘’compassion’’ meant to them. Those giving their thoughts ranged from celebrity chef Neil Perry through to influential food and marketing bloggers. The video was completed in a day and a half and was sent to around 200 bloggers and Twitterers. It was picked up by news.com.au and run on its Web sites throughout Australia.
Showing the pervasive reach of social media in Australia, to date more than 20,000 viewers have seen the video, driving traffic to the Charter for Compassion Website – charterforcompassion.org – and getting people to affirm the charter. And, hopefully, helping to make the world a more compassionate place.