This Friday, a multi-network, commercial-free roadblock returns to television spanning ABC, CBS, NBC, FOX, HBO, and many more. The programming confronts the mother of all maladies: Cancer.
This unusual roadblock is the third for Stand Up To Cancer, an initiative with generous Hollywood heft behind it. The guest list for this year?s show is stacked with A-list talent, including Gwyneth Paltrow,?Tom Hanks, Justin Timberlake,?Julia Roberts, Michael Douglas and Matt Damon. Star appearances will coincide with musical performances and updates on research programs.
But look underneath the celebrity-clad surface, and you?ll find something perhaps more interesting: Stand Up To Cancer?s formidable sophistication organizing via personal networks.
Having worked with the team from its start in 2008, I?ve seen first-hand how open, fast-moving and organic the work flows ? and how it?s orchestrated without formal structure or organization beyond a small core team within the Entertainment Industry Foundation, RSA and Laura Ziskin Productions.
Stand Up To Cancer embodies collaborative orchestration advocated by writers such as Clay Shirky, Ori Brafman and Don Tapscott. Inherently social organizations use the power of mission and self-organizing over top-down management principles governing large-scale initiatives of the past. As Shirky says, social provides the power to convene, not control.
The founders of Stand Up To Cancer put collaborative theory into practice from the start by activating thousands of personal networks, business alliances and scientific ?Dream Teams? of top cancer researchers. The Dream Team grant system, in particular, encourages leading scientists to work in collaboration, versus competition, to accelerate discovery and delivery of new cancer remedies.
The same ethos of generous collaboration extends throughout the Stand Up To Cancer ecosystem, including donors, media companies, agencies, celebrities and industry supporters. They also enlist over 2,000 teams working together to raise awareness and donations at the grassroots level.
Not surprisingly, social media is a key connective element in galvanizing support for the program. At the start in 2008, the program included online fundraising, celebrity content via YouTube as well as influencer involvement in the program.
This year, social media will be deeply embedded into the broadcast as well as an essential platform to spread the word as widely, and intimately, as possible. According to Jules DiBiase, director of digital media for Stand Up to Cancer, this goes far beyond celebrity support. ?We respect that this is a worldwide epidemic stripping us of our loved ones, and our livelihood,? said, DiBiase.? ?On this night we all unify around one rallying cry, who do YOU stand up for??
This year?s social campaign will use a?#istandupfor hashtag to be promoted on the show. Personal messages will be amplified by celebrities manning a stage-side social media bank. Digital programming will include backstage vignettes, celebrity video chats, and a two-hour exclusive live stream from the green room, hosted by Alison Sweeney, streamed on Hulu.
In addition, the online effort includes a just-launched, Stand Up To Cancer page on?Thunderclap. The cause-related social platform allows advocates globally to show support by allowing charities like Stand Up to Cancer to post messages via their personal Twitter and Facebook pages simultaneously.
Use of digital and social media is intended to shed massive light on the human impact of cancer ? and how people can collectively join the fight.
?At Stand Up To Cancer, we know this is personal. It used to be that people talked about six degrees of separation,? added DiBiase. ?With cancer, it?s one degree, and it?s got to stop.? We know that?s why people are so dedicated to the cause. It?s for our mothers, fathers, sisters, brothers, grandparents?and our children.?
The program airs at 7:00PM EST, on Friday. More information on the program, and contributors to the movement, can be found at su2c.org or facebook.com/su2c.
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