Photo Essay: On the Ground with Waves For Water in the Philippines

While the Philippine Islands were being struck by Super Typhoon Haiyan’s wrath, Jon Rose, Founder of Waves For Water, was already hatching his plan to help.

W4W began work in the Philippines in response to Typhoon Haiyan and continues to support areas with water shortages. 

In 2013, the Philippines was hit by one of the most devastating typhoons ever recorded: Typhoon Haiyan. The natural disaster affected people throughout Southeast Asia and killed 6,300 people in the Philippines alone. Throughout the country, over 4.3 million people were affected. One major impact of the typhoon was its obstruction of access to clean water. 

To address this problem, Jon Rose, founder of Waves for Water (W4W), arrived in the Philippines ready to distribute his organization’s water filters among “forgotten pockets,” communities that were not “the focal point of major relief efforts.” His method of distribution and relief relied on the “train-the trainer, local-based model” in which W4W organizers “empower” and “facilitate” for local people rather than decide “who gets what, when, where and how.” Two years after the typhoon, W4W established an office in the Philippines, where it is currently registered as a non-profit organization. Since 2015, W4W has built 66 rainwater catchment systems and provided over a million Filipinos with access to clean water. In December of 2021, the organization helped to address the devastation caused by Hurricane Odette in Siargao, Philippines through a partnership with Billabong. Currently, W4W is providing aid for those impacted by Tropical Depression Agaton, which has displaced 1.9 million people in Visayas and Mindanao, Philippines. You can contribute to this specific effort here. 

W4W’s humanitarian efforts are not limited to the Philippines. Since its inception in 2009, the organization has made an impact in 44 countries, including Mozambique, Ecuador, Sierra Leone and Chile, and has helped 3.75 million people gain reliable access to clean drinking water. W4W currently has 24r active programs helping to address water access issues. These programs seek to provide aid to citizens of Ukraine, Australia, Haiti and Guatemala. You can learn more and help out here.

Jon Rose

As a pro surfer of 13 years, Jon Rose traveled the world in pursuit of perfect waves. It was this passion that led him to development of Waves for Water in 2009. He hopes to see W4W enlist and empower travers to help solve the world water crisis.

Saving More Elephants with Honey than with Vinegar

The vast majority of people around the world have only seen African elephants from a television screen, from behind fences in zoos, or- if they’re lucky- from a safe seat in a safari car as it bounces past the grazing giants of the Serengeti. From those vantage points, it’s impossible to look at the massive bodies, dexterous trunks, and intelligent eyes of the elephant and not feel a keen sense of wonder and awe. Elephants are some of those ‘charismatic megafauna’ that capture the hearts of people worldwide, making conservation efforts seem like a no-brainer. Who wouldn’t want to protect and save these wise, complicated, prehistoric-seeming creatures?

The people who share a homeland with elephants might be in that category. 

Elephants are herbivores, and must eat almost constantly to maintain enough calories to support their gargantuan bodies- individual adults can consume between 200 and 600 pounds of food per day. Traveling in family groups that can consist of 10-20 elephants or more, that’s an incredible amount of vegetation needed to sustain a herd. 

In addition to the grasses, roots, fruit, and bark found in the wild, elephants have quickly learned that their human neighbors can provide a tasty supplement to their diet- fields of carefully tended yams, cassava, corn, plantains, and grains. A herd of elephants can destroy a subsistence farmer’s means of food and income for the whole year in just a single night.

These episodes of crop raiding have created dangerous situations for people living in sub-Saharan Africa. Desperate to protect their livelihood, farmers may try to stay awake all night, ready to yell and bang pots in an effort to frighten away any pachyderm pilferers. However, elephants are not so easily startled by humans, and have been known to attack and kill would-be crop defenders. In anger and frustration, a group of villagers may then retaliate and try to kill the next group of elephants they see. These was creating a vicious cycle of animosity on both sides; elephants are intelligent creatures, and once they began associating humans with pain and disruption, there was evidence that they became more violent to humans in future encounters.

The heightened tensions were disastrous for both humans and elephants, and a solution was desperately needed to protect both vulnerable groups.

There had been local rumors buzzing around for a while that claimed elephants were afraid of bees, but it wasn’t until researchers Fritz Vollrath, Dr. Iain Douglas-Hamilton, and Dr. Lucy King investigated that those results were confirmed to the rest of the world. When confronted with the sound of bees buzzing, the elephants would immediately retreat and send out a rumbling call that would warn other elephants of danger in the area. Additionally, the elephants would begin shaking their heads and dusting themselves, suggesting that their skin was sensitive to bee stings and that they knew to associate the sound with potential pain.  

Armed with this knowledge, researchers, nonprofits, and government groups set out to make affordable beehive fences that could protect precious crops from marauding elephants and protect elephants from learning dangerous behaviors that would bring them into conflicts with humans. 

In the last few years, as the success of the beehive fences has been proven time and again, they are gaining in popularity throughout Africa. The fences are genius in their simplicity; a hanging box hive is hung from a fence every ten meters, all connected by wire. This way, if an elephant brushes against the fence or wire, the hives will swing and rock and the bees will swarm out to get away from the disturbance. Nearly 100% of the time, the elephant will turn tail and run, warning its family members to stay away. Thanks to their famous memories, the elephants won’t soon forget that lesson.

Not only do the fences allow farmers to harvest their full crop without any losses to elephants, but the honey produced in the hives has also found a niche market. “Elephant-Friendly Honey,” as it’s called, has been a huge hit with globally conscious consumers who increasingly want to know that the products they are buying support a good cause. 

African elephant populations have slowly been increasing since the poaching crisis that decimated their numbers in the 1970’s and 1980’s. While the rest of the world celebrated that fact, many African people living in close proximity to elephants couldn’t see why people around the world were so eager to save the creatures that were plaguing their lives and livelihoods. Now, thanks to an increased effort to help protect people along with ivory-tipped neighbors, more and more people are able to view their globally treasured wildlife with a sense of pride instead of fear. 

Katharine Rose Feildling

Katharine Rose was born in Maryland and is currently working for the Condor Recovery Project in California. She studied wildlife management in East Africa, and gained a deep passion for wildlife conservation, social activism, and travel while there. Since then, she has traveled and worked throughout the United States, South America, and Asia, and hopes to continue learning about global conservation and inspiring others to do the same. 

Meet the Activist and Intersectional Storyteller Developing Data-Driven Humanitarian Tools

Melissa Jun Rowley is a journalist, entrepreneur and activist focused on the intersection of storytelling, technology and social justice.

As the founder and CEO of Humanise, Inc., Melissa Jun Rowley is developing TheToolbox.org, a data-driven humanitarian initiative created by acclaimed musician Peter Gabriel. CATALYST had the chance to catch up with Melissa to learn more about Humanise in Detroit and Melissa’s path to social entrepreneurship.

How did your experience with TheToolbox.org inspire you to develop Humanise, Inc.?

TheToolbox.org is an online destination, founded by Peter Gabriel, that connects people to apps that can help them improve their lives and become everyday activists. I first became involved as an editorial consultant, and was developing stories while curating tools that promote social impact.

For example, there’s an app you can scan over a product’s barcode to see if human trafficking was involved in the product chain. While apps like these are interesting and useful, they’re under-utilized given their lack of commercial and entertainment value. 

We came to the conclusion that the site itself is a valuable database of tools, but in order to have an impact, we need to go into the field and get people on the ground using the tools, and providing feedback about how they can be improved. That’s where Humanise comes in: It was created to function as the parent company of TheToolbox.org. The tools we curate are now one of three pillars. We’ve evolved into an organization that promotes human rights through technology, storytelling, AND collaboration with local communities.

Can you describe some of the projects that Humanise has initiated since its founding?

We decided to take Humanise to Detroit, primarily because there’s a lot of data-driven development unfolding in the city. Also, I grew up an hour outside of the D and am in love with the entrepreneurial community there. They’re so spirited. They’re the genuine article. 

While money is being directed to development in certain districts, such as downtown, the neighborhoods on the outskirts are tragically deprived of funding and resources. Forty percent of the people in Detroit don’t have Internet access, and 40 percent can’t pay their water bills. It’s a first world city crawling with third world problems! 

In the year 2015, there are no excuses for letting people in our own backyard suffer like this. We need to meet them where they are, not where we think they should be, and we need to collectively solve the problems from the ground up — not the top down. 

So we started thinking of ways we can work with technology providers to foster digital inclusion. We’ve been working closely with community activists in the Detroit neighborhood of Morningside to understand the neighborhood’s needs and aspirations. We’ve connected them with a smart city advisory to see if the area is eligible for some pretty revolutionary technology. Some of the Detroiters we know are going to use TheToolbox.org as their own citizen journalism platform, where they can publish stories about their neighborhood and discuss the tools they find the most empowering. 

If we’re able to provide connectivity for this neighborhood, we may be able to do the same thing in some of Detroit’s other hardest hits zones. 

Before developing Humanise, Inc., you spent much of your career as a journalist. How did working in journalism influence your interest in social entrepreneurship? 

Being a journalist is the way I became an entrepreneur, really. I worked in TV when I was younger, producing business news updates for CNN and then covering entertainment in Hollywood. The red carpet was my second home.  But eventually, I started to feel like I was losing my soul. I became a journalist because I wanted to help connect people through storytelling — not perpetuate the dumbing down of the country, which is what I felt like I was doing half the time, particularly when I was asked to start quoting TMZ in stories. I knew that was the end. 

I left Los Angeles, and I started focusing on nonprofits and social responsibility movements. I quickly discovered that I couldn’t make any money that way. Two years later, I began developing content for companies that have a social mission. This was when I started to view myself as more of an entrepreneur. But I’m always going to be a journalist at heart, always looking for the truth and humanity in every story. 

Do you have any advice for future journalists or entrepreneurs? 

These days, if you’re going to be a journalist, you have to be an entrepreneur. By that I mean, you need to think like an entrepreneur. You need to be constantly thinking of different strategies, who you can connect with, and how you can build your brand and business. It was this mindset that led me to TheToolbox.org and Peter Gabriel. 

A second piece of advice is that the best way to develop an idea is to collaborate and find some common core or level of connectivity in the heart of why you’re doing what you’re doing. It’s only through that kind of commitment that you can build a business that has meaning. It’s not easy. But the people you meet along the way will change your life and expand your heart and mind in ways you’ve never dreamed of. I can promise you that. 

LEARN MORE ABOUT HUMANISE, INC. HERE.

Sarah Sutphin

Sarah is an undergraduate at Yale University and a content editor for CATALYST. As a traveler who has visited 30 countries (and counting!), she feels passionate about international development through sustainable mechanisms. Sarah has taken an interest in the intersection between public health and theater, and hopes to create a program that utilizes these disciplines for community empowerment. She is a fluent Spanish speaker with plans to take residence in Latin American after graduation. 

Conscious Capitalism: Meet Gingi Medina, Founder of Equites, An Equestrian Lifestyle Brand

Gingi Medina

There is a duality that radiates from clothing designer Gingi Medina. She is a determined, audacious business owner, who also cares deeply about the world, and minimizing waste. She struck out on her own, in part, because of the massive overproduction she saw in her industry. After a dozen years working in fashion, Gingi became disgusted by the excessive wastefulness in the manufacturing process, and thought there must be a better way to produce beautifully made garments, without littering the planet. 

She began brainstorming ways to use materials that utilized the entire plant, animal, or raw substance. After years of making clothes, bags, and goods, Medina founded the lifestyle brand, Equites. The company, which is known for its leather, uses reclaimed and raw materials that are sourced ethically, she says.

In deciding to make leather goods, Medina argues that it's an emission-less process. Leather is a "conscious material" she says, because it's sturdy, durable, and long lasting.  "It's a forever piece," she says. "If I make a bag out of leather, it has a far less, if any, carbon footprint left on the planet." Leather, Medina claims, does not require much processing because it utilizes a material that is taken directly from a natural source, versus a synthetic piece or garment-- including vegan leather-- which is manufactured and produced with emissions. She says her goods can last a consumer’s lifetime, so a buyer will need only one of her bags for example, rather than multiple synthetic bags that eventually wear out and need to be replaced. "The carbon footprint from a manmade item is far more extensive," Medina says.

The Weekender Bag, £800 [$1006 USD]

Medina didn't always know she'd be a conscientious designer. As a child growing up in Los Angeles, she imagined she'd be "an astronaut or the next Madonna." Magician also made the list of what Gingi thought she'd do one day. By the time she was 9 years old, she began calling herself "a designer." She recalls watching her first fashion show and thinking of predicting trends, sewing, and being able to say, "I made that." Ten years later those predictions began springing to life, and she entered the fashion realm as a fit model for petites. One day a designer asked her what she wanted to do, and she replied, "your job." That not so quiet confidence, that some have called "crazy", has served her well. 

During her younger years, while partying in Hollywood, she says she encountered a well-dressed guy. Upon learning he was a designer, she offered to be his apprentice, working for free. Everyday for a year, beginning at 7am, Gingi set out to learn all she could about design. She learned how to construct leather, metal and denim. She made clothes for rock musicians, and clothing for tours-- most notably Ozzfest.

Medina’s work has also included her dressing celebs, working on TV shows, and ensuring certain designers' wares were featured prominently via product placement. She's worked as a buyer, and also in private label-- offering clothing styles to retailers who then put their own label on the garments. Medina has worked and studied fashion overseas. It was during her travels abroad and also mingling with and being inspired by people who've worked abroad, that she had some of her most successful innovations. She designed the Von Dutch "No More Landmines" tee-shirt after Angelina Jolie did mission work with the Halo Trust, which deactivates land mines in war ravaged regions. It was also during this time, that Medina began to reflect on the inefficiencies within fashion production and wondered, "Am I harming or helping... in my career." She remembers seeing freight containers filled with the previous fashion season's discarded garments and the subsequent feelings of what such wastefulness does to the planet. She noted that her clothes, and other finely made garments, were items consumers could have "for a lifetime", and even be "passed down", minimizing some of the waste. The ideas for change were within her, still she said it was, "hard to keep focus when the world is crumbling around you." 

Leather Riders, £1800 [$2265 USD]

Ultimately, Median created her own brand, Equites, in 2011. She describes it as a "five tier label where performance meets fashion." Her line includes leather goods—pants, bags and jackets—but also cashmere, performance gear, and transition wear. She says her clothes serve as a "smart garment" that allows customers to segue "between worlds" and be just as comfortable and coiffed wearing riding pants, for instance, in an equestrian event as one would be at a premiere. Her line's leather pants, for example, are made of 17 panels sewed together on top of a water wicking, breathable legging, making it suitable for multi directional athletic endeavors and fitting to wear throughout the day.

When she initially showcased these designs, Gingi says her "idea was turned down by every label," so she produced them herself. Still committed to minimalism, and anti-waste, Gingi sought out hardware for use in buttons, and researched international communities that use the entire animal, and where she could also use their skins for her leather. 

She found the Eid al-Adha, or the Festival/Feast of Sacrifice, in Indonesia. This global Muslim holiday commemorates Abraham's willingness to obey God, and sacrifice his son, who was ultimately spared, and a ram was sacrificed in his stead. During this multi-day festival, livestock—cows, goats, sheep, and camels, depending on the region—are sacrificed, and the meat, in part, is given to the poor. After the festival, some temples will sell the animal skins to Westerners, Medina says, which she considers ethical. 

Gingi describes the “ethical use of a skin" as being "when the entire animal is used and not only sought out for its skin to make a product." Her company Equites, she says, searches "far and wide for leather or a fur that has already been used," to then "recycle or upcycle the piece into something new. [We] make sure we know where it's come from.” Medina asserts that she doesn't use slaughterhouse leathers, and does “not support, nor purchase from major manufacturing facilities,” but rather acquires her animal skins and materials in “smaller, traditional ways,” like from temples. The fabrics are naturally woven, she says, and there are no chemicals used in the dying process, which further eliminates waste.

Brass Capped Knee Height Riding Boots, £1000 [$1258 USD]

Once she gets the rawhide materials back to her factory, the leather is treated with natural ingredients like oils and rocks. Occasionally vegetable dyes are used, when a customer requests a special color. Much of her items are bespoke—made to order. Turnaround can take between 45-60 days, Gingi says. She says her method of manufacturing is less wasteful and more supportive of the planet. She claims there are no companies quite like hers. In an environment where most fashion lines are “being gluttonous and over-producing,” Gingi believes her company is “doing a better job.” Although she’s unfamiliar with any manufacturers creating clothes in the same manner and impact as she does, Medina welcomes competing brands. She wants to encourage companies to elevate their corporate responsibility. 

Medina would also like to form an alliance across industries. Fashion is seen as a “status industry”, but Gingi also has a passion to “do right by the earth”, she says. Her warehouse is slated to use a Tesla Powerwall battery—which stores electricity and solar energy for later use—and she wants to partner with other companies that have a similar vision and commitment to the environment.

Medina’s company Equites is headquartered in London and the line will be available to the masses in Fall 2017. Her wares will be available in Harrods, Harvey Nichols, boutiques, country clubs, equestrian specific stores, and on her company’s website. During the company’s soft launch, Equites currently has jewelry and wearable art, bags, and boots available at equites.co.uk  and on their Facebook page. The company is also offering an invitation to its show at London Fashion Week in September of 2017 to its first one hundred customers purchasing "diamond tier" levels of the selection pieces available pre-launch. 

 

ALEXANDREA THORNTON

Alexandrea Thornton is a journalist and producer living in NY. A graduate of UC Berkeley and Columbia University, she splits her time between California and New York. She's an avid reader and is penning her first non-fiction book. 

USA: One Stitch Closer with Veronika Scott

Get inspired by Veronika, CEO and founder of The Empowerment Plan, who empowers women to become more independent. #WomenInspire http://www.gap.com/onestitchcloser

Get inspired by Veronika Scott, the 24-year-old founder and CEO of The Empowerment Plan, a non-profit that empowers women to be live the lives they want to lead. 

INDIA: A Café Run by Acid Attack Survivors Attracts Visitors from around the World

The women of Sheroes' Hangout serve coffee and share their personal stories. 

Ritu Saini, Chanchal Kumari, Neetu Mahor, Gita Mahor, and Rupa at the café. (Photo: Courtesy Sheroes’ Hangout)

The Taj Mahal may be one of the world’s top architectural wonders, but just a half mile away, a new destination is gaining attention: Sheroes’ Hangout.

“I was exhilarated the first time a group of Indian tourists who visited the café told me how much they appreciate my courage,” says Rupa (who goes by one name), a 22-year-old survivor of acid violence who, along with four other women, runs the café Sheroes’ Hangout. “Since then, we have had regular customers who come here not only to enjoy a cup of joe but also to talk to us.” 

Visitors to Sheroes’ Hangout always leave with a sense of fulfillment. It’s not only because of the cutting-edge coffee and delicious snacks the café serves.

Opened in December 2014 in Agra, a city in the north Indian state of Uttar Pradesh, Sheroes’ Hangout started as a crowdfunding project by Stop Acid Attacks, a group committed to ending acts of violence against women. Its “pay as you wish” contributions go toward the rehabilitation of survivors of acid violence in India.

“Our visitors are mostly people from around the world who hear about us in the news,” says 20-year-old Chanchal Kumari, another survivor who helps operate the café. A man whose marriage proposal she refused attacked Kumari in 2012. “They come here to see how acid attack survivors like us are coping with our lives.”

(Photo: Courtesy Sheroes' Hangout)

Kumari, who is recovering from her fifth reconstructive surgery, works alongside Rupa, Ritu Saini, Gita Mahor, and Neetu Mahor, all of whom lived a secluded life in their homes for several years, dealing with the pain of a charred face and a scarred soul. Then they discovered "Stop Acid Attacks," a Facebook campaign that was started on International Women’s Day in 2013. Based in New Delhi, SAA works with acid attack survivors in India, assisting them with legal and medical issues and helping them deal with the trauma of the attack. Sheroes’ Hangout is one of its several initiatives.

Acid attacks are a gruesome reality in India. The National Crime Records Bureau, a government organization that recently began recording acid violence, estimates that more than 1,000 such crimes are committed around the country every year, though the majority of attacks go unreported because of the shame the girl and her family feel and the fear of being attacked again.

SAA has been collecting data through its volunteers across the country and has information on 430 survivors, 350 of whom were attacked in the last two years. It is in touch with, and has assisted, more than 70 of them. According to the data collected, about 70 percent of victims are women, more than 50 percent of whom are attacked by spurned lovers. One of the biggest reasons behind the high rate of acid attacks is the lack of laws against the free sale of acid in India—a liter can be purchased for just 50 cents.

SAA wanted to do something for Gita Mahor, 42, and her daughter Neetu, 26, who were attacked with acid 23 years ago by Mahor’s husband, Neetu’s father. Both were left with mutilated faces and limited vision. Neetu’s one-year-old sister was sleeping next to her during the attack and succumbed to the injuries the acid caused to her. With no one else to support them, mother and daughter were forced to continue living with their assailant. To relieve them from their everyday distress and further domestic violence, SAA found it important to provide them an avenue of earning a livelihood so they could gradually move away from their home and lead a happier life.
“Acid attack survivors’ lives become even more traumatic when they start facing rejection from society due to their disfigured faces. They need someone to hold their hand and restore their self-confidence,” says SAA founder Alok Dixit.

Today, Mahor and Neetu dress up every morning and go to the café to serve coffee and treats—and share their stories with customers.

One of the objectives of SAA at Sheroes’ Hangout was to provide skills training in the subject that each survivor was interested in learning. With SAA’s help, Mahor took a baking course at a hotel in Agra and will soon be serving cookies and cupcakes to customers. Neetu, who is almost blind, is taking singing lessons from an SAA volunteer. “I love to welcome the guests at the café cheerfully, so that they know we are coping well,” she says.

Saini, 19, played volleyball for India before suffering an acid attack by a male cousin in 2012 over a family property dispute, resulting in the loss of her left eye. She is unable to compete in the sport anymore, and she now handles accounts at the café. “My life changed ever since I joined SAA,” she says. “With the emotional support I received, I regained the confidence to go out with my face uncovered. Now I don’t care what people think of my disfigured face.”

Rupa—whose stepmother attacked her with acid when she was just 12—is a skilled tailor and an amateur apparel designer. The outfits she designs are exhibited and sold at the café. “Sheroes’ Hangout is not only giving us a chance to move our lives forward; it is also getting our stories out,” she says.

“True that,” says customer Shikha Singh, 20, a student of fashion design who finds herself in the café at least once a week. “I would never have known about the reality behind acid attack survivors had I not met these women. It is amazing the way they are working to fulfill their dreams despite the hurdles. I now prefer to spend on Sheroes’ Hangout rather than a McDonald’s or KFC. At least I’m sure the money will be used for a good cause.”

ORIGINALLY PUBLISHED ON TAKEPART

 

PRITI SALIAN

@Priti_Salian

Priti is a Bangalore-based journalist whose work has appeared in The Christian Science Monitor, The Women's International Perspective, The National, Femina.in, Prevention, Discover India, and many other publications. 

MEET: Amber J Lawson, Founder and CEO of Good Amplified

Amber J Lawson is an American producer, entrepreneur, and online content and development executive. In another step toward her goal to “do good to scale,” Amber J. is the founder and CEO of Good Amplified, a YouTube Network solely focused on helping nonprofits evolve their donor engagement and retention via storytelling. In anticipation of Good Amplified’s launch, CATALYST connected with Amber J. to find out more about her new project and the future of content marketing.

Amber J Lawson founded Internetnetworksstudio.com in 1999 (after focusing on the performing arts at the University of Missouri). What motivated the transition from acting to developing online content and producing? 

When I first moved to L.A. (a few years after college), I loved performing. However, I disliked the way in which an acting career often left my fate to the whims and demands of other people. I wanted to make my own opportunities! So I became a producer and started writing my own content in order to have the roles I was interested in playing. This transition was taking place during the first Internet boom, and my friend said to me: “You know, I think this Internet thing is here to stay.” My initial reaction was, “What? That’s crazy!” Yet he and I (along with an 18 year-old stock market genius we worked with at a restaurant) set out to create Internetworksstudios.com. 

Our first show invited people from around the world to submit videotapes of them singing and dancing; the online community then voted for its favorites. We were a little ahead of our time — it was like our own American Idol — but after burning through the initial seed money, we created an hour-long pilot called Alyx. We partnered with Madonna on this program, which helped us sell the show to ABC/ Touchstone. 

It was all just a little ahead of its time — a notion that I’d say has defined my career so far. I’ve been involved in multiple projects that were ahead of their time, but hopefully right now (with Good Amplified) we’ll be perfectly aligned with the coming-of-age, millennial generation.  

What inspired you to create Good Amplified?

I worked as the head of programming at AOL. It was my dream job! I absolutely lived, ate, slept and breathed it. When I left my position, I thought, ‘I love doing these kinds of things.’ I believe that you can do good for the world and make money, so I contemplated how to strike that balance. I thought about what I love (entertainment), which led me to the idea of helping nonprofits across platforms to raise money through storytelling. 

I started looking for a way to do good to scale: a way that would build upon itself. I wanted to help leverage what nonprofit organizations are already doing through a platform (YouTube) that the millennial generation utilizes to consume content. And that’s when I concocted Good Amplified. 

What do you think the benefits are for a nonprofit to focus its media campaign on video production/sharing over traditional forms of digital content (e.g. articles)?

A potent form of marketing is storytelling, and every nonprofit has stories to tell. So they already have the key, potent pieces. The piece that’s missing, though, is leveraging the largest video platform (and second largest search engine) on the planet: YouTube. If you’re not there, it’s kind of like you don’t exist. 

By optimizing content that nonprofits are already making on YouTube, they can deliver their mission to the next generation. The reason I say it’s critical to be on YouTube is because millennials donate through views. If you monetize your video, and people watch it, they are (in essence) donating through their viewership. The next step in showing their commitment is becoming a subscriber. I look at this as a new donor-retention program: subscribers receive notifications about updates, which helps maintain their connection. 

According to standard marketing technique, it takes six to eight “touchpoints” for brand recognition to stick. With YouTube, this is something nonprofits would never have to think about again. All they need to do is continue telling their story to create those touchpoints in an organic way. So both the content and future viewers are present: nonprofits just have to facilitate the connection on a familiar platform. It’s an easier conversion than asking potential donors go to a website, or a new app, or something that’s completely different. 

How is Good Amplified being funded?

At first, we set ourselves up to work as a tradition Multi-Channel Network (MCN). Most MCNs operate in three steps: there is a content creator; the creator monetizes its content; when revenue is produced, the profit is shared among creator, YouTube and the MCN. This works for some companies, but with a lot of nonprofits, we found that this was a difficult system to adopt. First off, there needed to be a value in the services we (GA) are giving — it’s human nature to pay more attention to something that costs money. 

The second piece is that some nonprofits can’t take what is called Unrelated Business Income Tax (UBIT). It’s costly (and an accounting headache) to resolve this legality, which is why we have elected to give the nonprofits the option to pay a monthly fee to manage nonprofits’ YouTube channels. We run every aspect of it — titling, tagging, optimizing search algorithms — but we also educate the organization in the process. Over time, the nonprofit builds up a case for its team to start turning on the monetization (through ads) and collecting that revenue. 

Has working on Good Amplified changed your perspective at all with respect to digital media and technology consultancy? 

I feel like it has because there’s been a bit of an education process. For me, storytelling is the most powerful medium, period. While talking with nonprofits, we have found that they are waking up to the power of YouTube, but they need assistance. Quite frankly, some of the most successful nonprofits on YouTube have been the smallest organizations. In the absence of a complex, institutional process that drives internal operations, these organizations are more receptive to change. I think this is what our social media landscape demands: real-time interaction. This is how lasting relationships with online audiences are formed. 

It doesn’t cost a lot of money to get in the game, but it does cost time. A lot of organizations lack the time to curate their YouTube presence, and that’s when they bring Good Amplified onboard. Our goal is to get into the DNA of an organization: every time they create a piece of content, YouTube should be a part of its checklist for sharing. 

Most organizations use YouTube as a library or repository for past content. In reality, this material could be doing all the work for them! I use the example of Kobe Bryant, who granted a wish for Make-A-Wish Foundation a while ago. Contrary to popular belief, celebrity videos don’t always get a lot of views. Rather, a video has to be optimized on its platform in order to be picked up by the search algorithm. Once the video of LeBron got picked up, it started to generate 50,000 more views per week. That’s Kobe more people reached with your message! It’s all about the optimization and getting picked up in the algorithm. I know those things sound tedious, but they make all the difference in the world for getting your word out.

What advice can you offer people and organizations that are trying to utilize online platforms for social good? 

Number one is that you have to engage with social platforms. This is where the next generation of givers can be found, and the old techniques don’t work for them. I believe that older institutions have to disrupt what they’re doing in order to survive. Every year, we lose various nonprofits because they aren’t receiving enough funding. These organizations were doing great work, but they weren’t reaching that generation of future supporters and advocates. 

In addition to social platforms, content marketing is everything right now. What we’re talking about (brand recognition through storytelling) is exactly like branding for companies like Taco Bell or Target. Given that the commercial is going away, brands have to find different ways to engage with an audience through content that is entertaining and relatable. Why should the task of nonprofits be any different?

Good Amplified is committed to doing good to scale. We are looking forward to working with any nonprofit that has an appetite for content, and I think that is the distinction for how we can help. We are committed to making nonprofits successful — that’s our goal — but they have to have the desire for storytelling and content creation. I truly believe storytelling is the way of the future, which is why nonprofits have to embrace it now. 

 

 

SARAH SUTPHIN

sarah.sutphin@mission.tv

Sarah is an undergraduate at Yale University and a content editor for CATALYST. As a traveler who has visited 30 countries (and counting!), she feels passionate about international development through sustainable mechanisms. Sarah has taken an interest in the intersection between public health and theater, and hopes to create a program that utilizes these disciplines for community empowerment. She is a fluent Spanish speaker with plans to take residence in Latin American after graduation. 

Education of Girls in the Developing World & How Le Dessein Helps

If women in the developing countries completed secondary education, 3 million children under the age of 5 would be saved every year.

This unfortunate statistic by the I.M.F. is just one the many plights young girls and women in general are facing in parts of Africa, Asia and Latin America. 

Here are some more startling facts:

1) More than 115 million 6 to 12-year old children are not in school in the developing world; three-fifths of them are girls.

2) When a girl in the developing world receives seven or more years of education, she marries four years later and has 2.2 fewer children.

3) A woman with six or more years of education is more likely to seek prenatal care, assisted childbirth, and postnatal care, reducing the risk of maternal and child mortality and illness.

4) When women and girls earn income, they reinvest 90 percent of it into their families, as compared to only 30 to 40 percent for a man.

5) Today, the U.S. invests in its future by spending about $6,800 a year per primary student on public education. In Iran the figure is $156 per student per year, in India $64, in Laos $30, and in Rwanda, $30.

6) An extra year of primary school boosts girls’ eventual wages by 10 to 20 percent. An extra year of secondary school: 15 to 25 percent.

Young girls in developing nations have not been given the attention they highly deserve in education. Yet they have the undeniable power to help uplift their communities out of poverty through education and the earning power it will generate. 

Through fashion, art, and socially responsible actions, we’ve designed a way to get involved. Le Dessein is a fashion line aimed at funding the education of underprivileged girls around the world by featuring their designs on our fashion. We then contribute 25% of our proceeds to the girls’ yearly school tuition.

The nature of our effort is not just monetary – our ultimate vision is to create independence and freedom through the empowerment of our girls. A critical component of this whole vision being self esteem – we were adamant on making sure that our girls would be intimately tied to the creation of the designs which would end up on garments. The success of their artistic journey through their participation and engagement would create a profound sense of OWNERSHIP, which is essential in affecting one’s self-esteem. Indeed, we wanted to demark ourselves from the traditional form of aid towards developing countries, which has consisted mainly of charity, and instead have “ownership” be the driving factor in maintaining this self-sustaining endeavor.

Creating an impact in these young girls’ lives will take collective effort from various committed parties. Inculcating the notion of “Ownership” though noble, can be an arduous task and required collaboration. And we’ve had the fortune and pleasure of being aligned with the More Than Me Foundation – “The More Than Me Foundation is on a mission to make sure education and opportunity, not exploitation and poverty, define the lives of the most vulnerable girls from the West Point Slum of Liberia.” Its motto is: “When she graduates, she will decide what comes next for her life.”

Indeed, for our girls, this is about reclaiming and redefining their own sense of self. For far too long, girls and women from the developing world have been subjected to a strongly patriarchal society – a society where their “value” was unilaterally decided by men – So “Ownership” to us is simply the final destination defined by an effort that consists of arming our girls and presenting them with opportunities susceptible to make this journey a worthy one.

Our fashion linehiis elegant and sophisticated and aims at serving a market that for too long has had to sacrifice quality and design for purpose and mission.

Learn more about Le Dessein. 

ERIC COLY

@Le_Dessein

Eric is the founder and CEO of Le Dessien. Eric grew up in Dakar, Senegal, where he was influenced by his mother's passion, drive, and fashion sense at a young age. His mother would eventually inspire him to start Le Dessein. He attended UCLA Business School and began his career in investment banking.