Social Innovation: Launch of MSF.TV. Viewers Watch Charity In Action

We are living in significant times, where technology is re-shaping our understanding of the world in major ways. Another exciting social innovation venture that makes such change using digital media was recently launched. It is a joint venture between the sustainability strategy and communications company Republic of Everyone and @radical.media, an award winning production company. Together they have launched The Bravery to collaborate on a first-of-its-kind digital media platform, MSF. T.V. This is a seven-channel platform combining both ‘live’ and ‘on-demand’ video content in an online environment.  It is a campaign running for the month of October 2012 to raise awareness for the independent medical humanitarian aid organisation, Médecins Sans Frontierès, Australia.

MSF.TV is providing viewers with first-time experience of access, taking viewers on Médecins Sans Frontierès journey to ‘Go Where Others Don’t’. The social innovation campaign includes sending crews to South Sudan and Papua New Guinea; a live newsroom and filming and cutting together over 100 pieces of content. Ben Peacock, founder and partner of Republic of Everyone says, “It's a challenge showcasing the work of an organisation who spends so much time going where cameras often don't.... war and disaster zones, and some of the world’s most perilous places. That's what makes this project so incredible.”

Now for the first time, people can see and hear stories never told before, and they’re accessible online from anywhere in the world. Viewers will be watching MSF.TV through a socially integrated platform, which has been optimised for mobile platforms and developed with quality newsworthy content for both media outlets and consumer viewers alike. Moreover, many of the presenters will be well-known media personalities.

As brands try to reconnect with their audiences and media platforms evolve, the merging of TV and online is becoming one of the key developments in media and will continue to push boundaries over the next five years. Developing a cutting edge social innovation solution for one of the world's great humanitarian institutions is a great example of how technology can have positive impact.

Extraordinary technological social innovation capabilities combined with unlimited human creativity is giving us huge powers to take on global problems such as disease, poverty, conflict and climate change. The challenge is to translate this unique potential into meaningful change, which is also happening through the Social Good Summit. It’s a global conversation about how technology, social business and social media can help to solve challenges and is held every year during UN week. Citizens in nearly 300 cities across six continents gather in local meet ups to participate. It is where big ideas meet new media to create solutions. The Summit unites a dynamic community of global leaders to discuss a big idea; to unlock the potential of new media and technology to make the world a better place.

Photo Credit: Republic of Everyone website

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