Vous êtes sur la page 1sur 5

2017 YOUNG LIONS CYBER

COMPETITION BRIEF

BACKGROUND

Samara Canada is dedicated to reconnecting citizens to politics. Established as a charity in


2009, weve become Canadas most trusted, non-partisan champion of increased civic
engagement and a more positive public life.

Samara Canadas research and educational programming shines new light on Canadas
democratic system and encourages greater political participation across the country to build
better politics, and a better Canada, for everyone.

A samara is the winged helicopter" seed that falls from the maple tree. A symbol of Canada, it
is also a reminder that from small seeds, big ideas can grow.

WHATS THE PROBLEM WERE TRYING TO SOLVE?

Canadians face a great number of challenges todayenvironmental sustainability, economic


prosperity, increasing rates of poverty, effective healthcare deliveryto name but a few. Most of
the money we spend in these areas is the direct result of decisions our governments and
politicians make. Getting these decisions right is critical to ensuring we continue to provide a
good quality of life here in Canadaand it matters to all of us.

Canadians do not trust Members of Parliament or political parties and believe they largely fail to
perform their core jobs. Overall, politics is seen as irrelevant and, as a result, Canadians are
withdrawing from the democratic system.

In other countries, citizens risk their lives to live in a society where they have a voice in their
government, and the ability to influence the decisions made there. Here, we have come to take
democracy for granted. Voting trends are but one indicator among many: Canadians have tuned
out altogether, whether its at the polls, getting involved or simply talking politics.
2017 YOUNG LIONS CYBER
COMPETITION BRIEF

WHATS THE CREATIVE CHALLENGE?

To make politics relevant, Canadians will need to see the value in politics and democracy.

The challenges that Canada faces are legion and the solutions are anything but clear. One thing
we do know, however, is that if we are to have a fighting chance at building a country defined by
progress and strength we must have a political culture that is inclusive, robust and engaging.

Reconnecting Canadians to politics is the foundational step in this process.

Thousands of Canadians are already what we call Everyday Political Citizens. They advocate
for policy issues with their friends without always realizing thats what theyre doingbe more
environmentally conscientious!, Our town needs better transit!, Businesses could be doing a
much better job at accessibility to name a few. We want to illustrate the connection between
what they already do, politics and democracy.

WHO IS THE TARGET?

We view young people as one of the most important audiences to have their minds and
attitudes about politics and democracy changed. Research shows that the generation of citizens
now reaching young adulthood is less compelled by notions of duty or responsibility
compared to older generations.

Some new research (not Canadian) notes that this youngest generation is less likely than any
previous generation to believe that living in a democracy is very important to them. However,
they are also a generation with access to technology and tools in a way no other before them
has that can provide access to political leaders and an opportunity to engage in democracy in
new ways.

HOW ARE THEY CURRENTLY BEHAVING? WHAT DO WE WANT THEM TO DO


DIFFERENTLY?

Canadians do not believe that politics and democracy are worthy places for their time and effort,
and thus they dont participate. When people stand on the sidelines, it isnt a true democracy.

Engaged citizens make our country vibrant, resilient and strong. Yet more and more Canadians
feel disconnected from politics. They dont feel their voices are heard, and theyre giving up.
Samara aspires for a citizenry that feels politics matter, who feel heard by government and
compelled to be involved.

Samaras goal is to provide research and programs to rebuild our democratic culture and spark
the conversations and actions needed to improve political and civic engagement. Our goals are
long-term, and will require the support of many to achieve.

In short, we want Canadians to recognize politics and democracy as a worthy investment of


their time.
2017 YOUNG LIONS CYBER
COMPETITION BRIEF

WHAT COULD WE SAY - OR DO - TO GET THEM TO DO THIS?

In a democracy, every citizen, regardless of his interest in politics, holds office; every one of us
is in a position of responsibility. The kind of government we get depends on how we fulfill those
responsibilities. John F. Kennedy

Trump and his team count on one thing above all others: public indifference. [] What happens
in the next four years will depend heavily on whether Trump is right or wrong about how little
Americans care about their democracy and the habits and conventions that sustain it. David
Frum, March 2017 Issue of The Atlantic

Preserving democracy requires constant care and attention. It is not something to take for
granted. It is not something we do only every four years.

AND WHY SHOULD THEY BELIEVE US?

In 2017, Canada celebrates the 150th anniversary of Confederation. For 150 years, Canada has
been a country and a parliamentary representative democracy. This may seem a long time, but
recent global events serve as a reminder that modern democracy is young and not as deeply
entrenched as many thought even a few years ago.

Weve seen that countries with long traditions of liberal democracy are not safe from creeping
authoritarianism. In Europe, authoritarian politicians have momentum. In the United States, the
new president has demonstrated a troubling contempt for democratic norms and the rule of law.

WHATS THE TONE?

Positive with a sense of urgency.

WHATS REQUIRED?

A big idea that will illustrate a connection between shared values and democracy/politics.

IS THERE ANYTHING WE ABSOLUTELY HAVE TO INCLUDEAND/OR CONVENTIONS


WE SHOULD OBSERVE (OR BREAK)?

Definitely break the common held belief that apathy is to blame. Canadians, and especially
youth, are not indifferent to the issues in their communities. Not considering democracy or
politics a value worthy of time is not the same as apathy.
2017 YOUNG LIONS CYBER
COMPETITION BRIEF

OVERVIEW

Create an integrated social media campaign to satisfy the objectives of the Samara challenge
that builds and supports the connection between shared values and democracy/politics.

Competitors will be expected to show how the power of social media technology can answer the
clients brief and provide a creative solution aligned to the technological evolution of social
media (online and/or mobile).

DELIVERABLES

Please include the following elements:

One (1) PDF page with a four-part written submission (150 words maximum per section)
that describes:
1. Campaign name and campaign summary
2. Creative insight How can creativity help solve the problem using social media
platforms and technology?
3. Solution Describe the platforms, technology and tools used and why?
4. How does it work? How will the social media solution help answer the brief and
solve the problem faced by the client?

One (1) PDF summary page (in 16:9 landscape format) that visually summarizes your
concept and brings the idea to life. This can include an excerpt of your insight/solution
write-up and mock-ups.

Creative mock-ups/image examples of use of three social media platforms such as


Facebook, Twitter, Snapchat, Google Maps, etc. (Note: these images can be included in
your summary page, but please also provide the high-res JPEGS separately in your
zipped folder)

All deliverables must be contained within one zipped folder not exceeding 10 MB.

JUDGING

Teams will be judged on how they have used social media in a creative way to answer the
clients brief, as well as insight into how the technology will help solve the communication
problem.

MANDATORY INCLUSIONS

Website: www.samaracanada.com
Samara Canada logo
Royalty free images and sounds
2017 YOUNG LIONS CYBER
COMPETITION BRIEF

THIS MIGHT HELP (LINKS)

Samara has done extensive research on Canadas democracy. The following are a selection of
links to our most relevant research reports:

Samara's Democracy 360 | Research


A report card on how Canadians communicate, participate and lead in politics

Lightweights | Research
Political Participation Beyond the Ballot Box

The Real Outsiders | Research


Politically Disengaged Views on Politics and Democracy

Can You Hear Me Now? | Research


Young People and the 2015 Federal Election

By Invitation Only | Research


Canadians Perceptions of Political Parties

Message Not Delivered | Research


The Myth of Apathetic Youth and the Importance of Contact in Political Participation

A selection of Samara blog posts authored by the organization:

"I Marched. Now What?" | The Samara Blog

Is Anyone Getting Any Work Done Today? | The Samara Blog

How to Engage Young Canadians | The Samara Blog

Vous aimerez peut-être aussi