Brands who are not involved in discussing the future shape of the world, will be missing out by not being part of the debate.
That’s the clear message from Global CEO of Euro RSCG Worldwide, David Jones.
The advertising agency chief is also one of the co-founders of One Young World, a ground-breaking initiative that the Economist has billed as one of the most important events to take place in 2010.
The project will see 1,500 delegates all aged 25 or under, meeting in London in February 2010 to discuss, debate and propose solutions to world issues as identified though a YouGov study.
Similar initiatives in the past have stumbled and faced mixed results but organisers now hope that social media will be saving grace of OYW. It’s proved a powerful medium to generate change and brands are now keen to be supportive of, and tap into, the Facebook generation.
“I have the belief that the creative communications industry has an amazing ability to fundamentally change people’s behaviour and this presents an opportunity for us to use that power,” Jones told UTalkMarketing.
“Everyone realises brands have a social responsibility and even more so since the economic meltdown, with them being called on to explain what they are doing. This is a tangible demonstration of their CSR commitments while investing in young people”
“We’ve been telling our clients, ‘it not what you preach, it’s what you do’ and this is a chance for us to take action too, engaging with youth around the world while providing them with a global comms platform.”
It all sounds very worthy. But at the end of the day aren’t we just talking about a group of kids? The delegates may be young people all aged under 25, but Jones insists that young adults these days have never been more powerful.
Thanks to the internet and digital technology, today’s generation of young people have access to information as never before, matched by the power to influence and drive change through social media channels.
“World leaders tend to have an agenda but for many young people that doesn’t apply,” said Jones, who has co-founded the project with Group UK Chairman Euro RSCG, Kate Robertson.
“We’re asking brands to invest in these delegates in our search for the real superstar talent of tomorrow. Older people are obsessed with young people and will listen to what they have to say.”
Those ‘older people’ include an impressive line-up of Counsellors, including Sir Bob Geldof, Desmond Tutu and Kofi Annan.
Also involved is Oscar Morales, founder of the Facebook Group ‘1 Million voices against FARC’ which helped to bring the principle aggregators of FARC – EP (Revolutionary Armed Forces of Colombia - People's Army) to justice.
The Plenary Sessions will cover areas including: developing political leadership for a positive future; global business and its role in shaping society through the economy; the Environment and its protection; and global Health challenges.
Resolutions passed will be taken out to the wider world by these Counsellors and formally put to world leaders, the United Nations, the G12 and other influential bodies. ‘Informal’ support will be driven by the global reach of social media and bloggers.
The Inaugural summit is part of a long term plan. Jones himself describes it as a “forever plan” comparing it to the World Economic Forum with an event to be held annually for the foreseeable future.
Brands can get involved by sponsoring a delegate, or delegates. The cost per delegate is 3,000 Euros and this covers their travel to and from London, their travel in London, accommodation and attendance at the Summit.
The Opening Ceremony on February 8, 2010, will be held at Old Billingsgate in London with London Mayor, Boris Johnson, all the Counsellors and an address by Archbishop Desmond Tutu.
Interested brand representatives should contact Delegate Director, Oliver Stacey, at oliver.stacey@oneyoungworld.com or on +44 (0)207 257 6069
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