[Applause]
little more than two decades ago a
megaphone a photocopier or leave in
the means was the way we had
to be able to start a movement
environmental or social
in this embrace to the ecological reserve
from south costanera
a group of young environmentalists
we robbed real estate interests a
project that was meant to be a
satellite city and that we achieved
capture it for the defense of the environment
ambient
but that place besides having achieved
that space was found a profession
which is a profession that is based on a
very simple principle and asked the
people who cross the border of the
indifference generating an action that
it can be a donation the signature a
petition or a complaint is a
profession that is not studied in any
side and that combines many subjects in
That path was always obsessed
for thinking what the reasons were
made people act in the
ways that you want them to act for
to be able to change reality and change the
world for many years I
I dedicated myself to being able to understand what they are
the communication mechanisms for
be able to be more effective in that in that
path
luckily I got one of the moments
most incredible in the history of the
humanity relation to communication
because I started working with small
groups of people with means
analog communication like the
TV radio newspapers
but I had the tremendous luck of being able
live in the digital era
I received for example my first donation
the year 96
for greenpeace in argentina and in that
path
I could
see different types of evolution in the
communication and we happened to have
different kind of roles in that in that
sender and receiver game
on that path we went from having a role to
observation to have a role of
documentation like the one we see in this
Photo
but the most interesting thing about all this
process is that mainly what
happened is that we entered through
digital media and especially in
social networks in transforming that
documentation observation process
in an investment process
we got into communication
and we went from being merely observers
or people who documented the story
in being protagonists of this story
in general the heras of the fis
they are marked by bad press
I believe that on the contrary the era of
selphy in power or not empowered in the
was from social networks to be
protagonist of this story
one of the elements that to me
motivate is to be able to put people in
these movements and I do not want to stop
spend this opportunity to be able to do
The one particular thing is to make fi
very particular we are going to do all
protagonists one of the great themes
What worries me is plastic trash
in the seas and oceans
then I would like to do as a
first exercise in this communication
immersive protest xerfi
demonstration
if you agree that
let’s try to make some of them
Together they know how to get some energy
sure two weeks are coming the end of
protest against garbage in the seas
that we are going to have to make very difficult
to do it if you are encouraged
if neither timid are encouraged
we are very well going to do it there
this
we’ll try
Separate garbage in inhabited seas
1 2 and 3
Ok, great, it seems more like a round of applause
let’s go back because in this way of
the obsession to know how to mobilize
the people in this digital age
I was trying different kinds of things and
I found different findings
experimentations throughout my
career
for example is that we have here is
nelson maldela and nelson mandela se
crossed in my life in a way
unexpectedly worked for amnesty
international the secretary of
international in london and they tell me in
the area of innovation to be able
mobilize people in an innovative way
they tell me
unfortunately we know that mandela
is dying was beginning of
December 2013
then with our team we said
we have to make a move
global so that everyone expresses their
admiration and be a participant the subject of
human rights saying something about
mandela and we came up with this site a
send a memorial in just three days
we set up this site and allowed the
next week or go to 10,000 messages
from around the world expressing what
had meant mandela for the
history in the 20th century and for them
and there is the first find in
this road that I want to share
about the learnings I had in this
process
this process where we are protagonists
of the history of the movements to
from the digital era
on this road the memorial mandela the
what he taught us is that one of the
very important points is to have in
consideration the moment the moments
mark
if people want to move generate a
action or do not want to generate that action
the moments are fundamental
imagine what would have happened if
we would have made a campaign
15 days after the death of
mandela
but the people mobilized and expressed in
that moment we are going to see another case a
case that I find interesting
they called us and they told us the cells
Northwest Argentina are in danger
there the last two hundred live
avocados with which we came up with
we said it was an election period be
at a particular time
mont back to the time
we had mentioned about mandela
this was an election moment and that
electoral moment what we take is
say good all the people will be with
the head in the elections then
what can we do
we will launch a movement that will be
led by a toy not in the
Toys do not work also networks
social as cats merge
domestic
anything you put on the internet
with a kitten merges massively
massively the domestic cat saru or a
the big data from Argentina to the
true tigers of Argentina like
said the spot and mobilized more than
10,000 people in that action for
to draw attention to the
risks that the forests ran
Northwest of Argentina
I have also touched on this road to
work for several years in
organize global campaigns
greenpeace to mobilize people
to stop whaling in the
Southern Antarctic by the fleet
Japanese in this one
in these is all these years that the
work which was one of the elements
what is the proposal that we give to the
people
we make a proposal that we say this
year 945 whales are going to be married by
part of the Japanese fleet or join
the campaign to stop hunting
of whales
we investigate a lot we analyze many
results and what we learned is that
we as human beings we
mobilizes much more serpa
and what does not exceed ourselves from
be something of something bigger something that
let’s be part that gives us a sense of
humanity of set
no doubt what works much better was
let’s save the whales as it is like
ambitious and visionary general proposal
another example that I would like
let’s do an exercise in this
exercise
let’s imagine that we have a forest that
will save and 30 hectares of forest that
they are in danger because they are reforested
what do you think would work better
save 30 hectares of forest or
let’s save the forests and change the
world
no doubt the second proposal is much
more integrative was going into this
point of visionary proposals of
proposals to do to invite the
people to be part of something bigger
the third point has to do with this
exercise that we did the exercise that
We made the selphy to stop the
trash in the seas had a purpose
if it had proposed and none
of you I would not have followed and I would have
raised hands would have been like
crazy insane
but surely all of you
transformed me as a leader of that
movement and they validated my proposal and
I recognized him and we asked for applause and
we were in a right set and
see raises that the leadership is about
glorified in the digital age and most
important to recognize the first
followers because if it had not
stayed like a madman and had not passed
nothing
in this action that we did together
one of the points that I think is very
important and very relevant
we are living a moment that calls the
Attention economy
We are fighting in social networks
to be able to capture some small
seconds of attention in that way
in recent years I had to work
for example with the cause of refugees and
because we made productions
hundreds of videos what we found
that in all in all our attempts
the people had a level of
concentration of only 14 seconds
we had to tell the story of a
effective way that is one of the points
that it seems important to us
let’s take the story today
we have to count in 14 seconds
a compelling story that is being
proposing an action an action that
It has to be simple like lifting
hands an action that has to be
collective that has to make sense
make it unforgettable
and all that friends in 14 seconds
that is, we have to tell the story and
generates the action in 14 seconds and that
it is a fundamental element all
us that we are not transforming into
movement generators
another very important point in working in
the generation igniting movements is
the passion theme the passion
Feeds persistence Nothing important
rapidly builds
Movement construction takes a lot
time and our passion goes up and down
all the time but that of our
fellow is surely not going to get
that the low will be the same as his
with mine with which the group goes
taking passion together
and in a sustained manner to be able to carry
to the places where we want to go
to review we have the theme of the moment
that the issue of
proposed an inspiring proposal the
issue of recognizing the leadership of
leader but also the first
followers
the theme of telling a story
quickly proposing an action
simple and attractive and finally the
passion
we are living an incredible era in
digital media
digital media are not giving the
possibility of doing good as never
before and we have a very short period of
time to make a mark on
this world so let’s not leave the
possibility of generating a movement
for tomorrow if we can do it the day
from today
thank you very much
me
little more than two decades ago a
megaphone a photocopier or leave in
the means was the way we had
to be able to start a movement
environmental or social
in this embrace to the ecological reserve
from south costanera
a group of young environmentalists
we robbed real estate interests a
project that was meant to be a
satellite city and that we achieved
capture it for the defense of the environment
ambient
but that place besides having achieved
that space was found a profession
which is a profession that is based on a
very simple principle and asked the
people who cross the border of the
indifference generating an action that
it can be a donation the signature a
petition or a complaint is a
profession that is not studied in any
side and that combines many subjects in
That path was always obsessed
for thinking what the reasons were
made people act in the
ways that you want them to act for
to be able to change reality and change the
world for many years I
I dedicated myself to being able to understand what they are
the communication mechanisms for
be able to be more effective in that in that
path
luckily I got one of the moments
most incredible in the history of the
humanity relation to communication
because I started working with small
groups of people with means
analog communication like the
TV radio newspapers
but I had the tremendous luck of being able
live in the digital era
I received for example my first donation
the year 96
for greenpeace in argentina and in that
path
I could
see different types of evolution in the
communication and we happened to have
different kind of roles in that in that
sender and receiver game
on that path we went from having a role to
observation to have a role of
documentation like the one we see in this
Photo
but the most interesting thing about all this
process is that mainly what
happened is that we entered through
digital media and especially in
social networks in transforming that
documentation observation process
in an investment process
we got into communication
and we went from being merely observers
or people who documented the story
in being protagonists of this story
in general the heras of the fis
they are marked by bad press
I believe that on the contrary the era of
selphy in power or not empowered in the
was from social networks to be
protagonist of this story
one of the elements that to me
motivate is to be able to put people in
these movements and I do not want to stop
spend this opportunity to be able to do
The one particular thing is to make fi
very particular we are going to do all
protagonists one of the great themes
What worries me is plastic trash
in the seas and oceans
then I would like to do as a
first exercise in this communication
immersive protest xerfi
demonstration
if you agree that
let’s try to make some of them
Together they know how to get some energy
sure two weeks are coming the end of
protest against garbage in the seas
that we are going to have to make very difficult
to do it if you are encouraged
if neither timid are encouraged
we are very well going to do it there
this
we’ll try
Separate garbage in inhabited seas
1 2 and 3
Ok, great, it seems more like a round of applause
let’s go back because in this way of
the obsession to know how to mobilize
the people in this digital age
I was trying different kinds of things and
I found different findings
experimentations throughout my
career
for example is that we have here is
nelson maldela and nelson mandela se
crossed in my life in a way
unexpectedly worked for amnesty
international the secretary of
international in london and they tell me in
the area of innovation to be able
mobilize people in an innovative way
they tell me
unfortunately we know that mandela
is dying was beginning of
December 2013
then with our team we said
we have to make a move
global so that everyone expresses their
admiration and be a participant the subject of
human rights saying something about
mandela and we came up with this site a
send a memorial in just three days
we set up this site and allowed the
next week or go to 10,000 messages
from around the world expressing what
had meant mandela for the
history in the 20th century and for them
and there is the first find in
this road that I want to share
about the learnings I had in this
process
this process where we are protagonists
of the history of the movements to
from the digital era
on this road the memorial mandela the
what he taught us is that one of the
very important points is to have in
consideration the moment the moments
mark
if people want to move generate a
action or do not want to generate that action
the moments are fundamental
imagine what would have happened if
we would have made a campaign
15 days after the death of
mandela
but the people mobilized and expressed in
that moment we are going to see another case a
case that I find interesting
they called us and they told us the cells
Northwest Argentina are in danger
there the last two hundred live
avocados with which we came up with
we said it was an election period be
at a particular time
mont back to the time
we had mentioned about mandela
this was an election moment and that
electoral moment what we take is
say good all the people will be with
the head in the elections then
what can we do
we will launch a movement that will be
led by a toy not in the
Toys do not work also networks
social as cats merge
domestic
anything you put on the internet
with a kitten merges massively
massively the domestic cat saru or a
the big data from Argentina to the
true tigers of Argentina like
said the spot and mobilized more than
10,000 people in that action for
to draw attention to the
risks that the forests ran
Northwest of Argentina
I have also touched on this road to
work for several years in
organize global campaigns
greenpeace to mobilize people
to stop whaling in the
Southern Antarctic by the fleet
Japanese in this one
in these is all these years that the
work which was one of the elements
what is the proposal that we give to the
people
we make a proposal that we say this
year 945 whales are going to be married by
part of the Japanese fleet or join
the campaign to stop hunting
of whales
we investigate a lot we analyze many
results and what we learned is that
we as human beings we
mobilizes much more serpa
and what does not exceed ourselves from
be something of something bigger something that
let’s be part that gives us a sense of
humanity of set
no doubt what works much better was
let’s save the whales as it is like
ambitious and visionary general proposal
another example that I would like
let’s do an exercise in this
exercise
let’s imagine that we have a forest that
will save and 30 hectares of forest that
they are in danger because they are reforested
what do you think would work better
save 30 hectares of forest or
let’s save the forests and change the
world
no doubt the second proposal is much
more integrative was going into this
point of visionary proposals of
proposals to do to invite the
people to be part of something bigger
the third point has to do with this
exercise that we did the exercise that
We made the selphy to stop the
trash in the seas had a purpose
if it had proposed and none
of you I would not have followed and I would have
raised hands would have been like
crazy insane
but surely all of you
transformed me as a leader of that
movement and they validated my proposal and
I recognized him and we asked for applause and
we were in a right set and
see raises that the leadership is about
glorified in the digital age and most
important to recognize the first
followers because if it had not
stayed like a madman and had not passed
nothing
in this action that we did together
one of the points that I think is very
important and very relevant
we are living a moment that calls the
Attention economy
We are fighting in social networks
to be able to capture some small
seconds of attention in that way
in recent years I had to work
for example with the cause of refugees and
because we made productions
hundreds of videos what we found
that in all in all our attempts
the people had a level of
concentration of only 14 seconds
we had to tell the story of a
effective way that is one of the points
that it seems important to us
let’s take the story today
we have to count in 14 seconds
a compelling story that is being
proposing an action an action that
It has to be simple like lifting
hands an action that has to be
collective that has to make sense
make it unforgettable
and all that friends in 14 seconds
that is, we have to tell the story and
generates the action in 14 seconds and that
it is a fundamental element all
us that we are not transforming into
movement generators
another very important point in working in
the generation igniting movements is
the passion theme the passion
Feeds persistence Nothing important
rapidly builds
Movement construction takes a lot
time and our passion goes up and down
all the time but that of our
fellow is surely not going to get
that the low will be the same as his
with mine with which the group goes
taking passion together
and in a sustained manner to be able to carry
to the places where we want to go
to review we have the theme of the moment
that the issue of
proposed an inspiring proposal the
issue of recognizing the leadership of
leader but also the first
followers
the theme of telling a story
quickly proposing an action
simple and attractive and finally the
passion
we are living an incredible era in
digital media
digital media are not giving the
possibility of doing good as never
before and we have a very short period of
time to make a mark on
this world so let’s not leave the
possibility of generating a movement
for tomorrow if we can do it the day
from today
thank you very much
me
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