スペインでは、企業や民間団体や政府機関が、電脳網(インターネット)を駆使して、社会変革運動を促進
Hagamos la revolución, pero innovando
Empresas, ONG y organismos públicos tiran de la tecnología para promover cambios sociales
En el nuevo ecosistema, la barrera entre lo público, lo privado y la sociedad civil se desdibuja
Susana Pérez de Pablos 6 MAY 2013 - 00:01 CET
Let the revolution, but innovating
Companies, NGOs and government agencies pull technology to promote social change
In the new ecosystem, the barrier between public, private and civil society blurs
Susana Perez de Pablos 6 MAY 2013 - 00:01 CET
Campaigns that fail to raise up to a million euros in just 48 hours to help Haiti, efforts to stop the eviction of an Indian village in Brazil, local networks able to collect and distribute tons of food; platforms that promote neighborhoods barter economy of big cities like Madrid or Barcelona ... In recent years we have witnessed an explosion of new forms of social activism often moved through Internet. Many have launched strong organizational structures and some have managed to be economically viable.
In the public sector banks, some authorities have decided to incorporate as a working tool methods similar to those of these civil society organizations. The result is an ecosystem that changes at a rapid pace and in which it is increasingly blurring the line that traditionally divided public and private.
"The boundary between public initiatives, private and civil society is beginning to blur and is generating a new model more professional management and results-oriented," explains David Murillo, a professor at ESADE Business School and co-author a researcher specializing in environmental issues Heloise Buckland, Social Innovation study. Pathways for systematic change patterns and the impact of these initiatives.
The initiatives that are replicable in another area or place are the most valued
Buckland explains that, according to the results of their study, "there are five variables that characterize social innovation": the social transformation and the impact it is achieved, the collaboration between business, governments and civil society to develop better products and social services , economic sustainability and long term viability of the initiatives, and innovation, oriented so very special that it can be reused later by others.
The ability for an innovative initiative is emulated in another area or place is valued in a special way by the promoters of this type of action, "because many of the social problems that affect these initiatives are global," notes the researcher. This applies both to issues related to the environment (climate change, desertification and depopulation of oceanic reserves ...) as those on social issues (from poverty and promoting education, health or freedom expression to the defense of basic human rights). Social innovation generated in a country often provides ideas that can be exported to other territories.
What is called social innovation? "These are new ideas that turn into projects that work to address particular social challenge, and less is who is behind. It may be a non-profit organization or not, or self-funded initiative, but the important thing is to solve the problem addressed, "responds Luis Morago, campaigns director of social activism platform Avaaz. "It's about finding the best performance of all enterprises, administrations and NGOs, and use it for social impact. And at this time of systemic crisis of capitalism model change, society is mobilized and we must be alert to new ways emerging to address the problems. "
Luis Morago: "The cyber action must go hand in face"
A prominent example is the own Avaaz, a platform created in late 2007 to "organize citizens of all nations in order to achieve a better world." Avaaz has grown dramatically in recent years. But their ability to mobilize has been remarkable from the start. At birth, after a campaign in support of democracy advocates in Myanmar, got the first million members. In April 2008 had twice. In April of 2010 amounted to 10 million and currently already has 21 million members.
According Morago, the key to its success "in both fundraising initiatives as elsewhere, is that the problem addressed is exposed in a very, very clear." "It is also important that you offer citizens a way to address the problem, a simple way to join the petition to get a result. Let people see clearly the path from the particular action to the impact, "says Morago.
The technological tools available to make these campaigns are many right now. But email is still one of the most efficient. "It remains one of the best ways to get people involved, but Twitter and Facebook have their impact, because people share your email with a list of people they know. Furthermore, in a message of this type have the ability to write seven or eight paragraphs to explain in detail what the action and why, and to provide links to read newspaper articles or reports before you decide to sign for a campaign ".
This nonprofit organization, present in 194 countries, with about 40 people in the campaigns team working in permanent contact with the technicians. A total of about 70 professionals, many of them highly qualified and indexed after working in large international organizations. Each week provides ideas for launching new campaigns. On Mondays and Thursdays perform a joint teleconference, for which they have previously submitted their proposals by email, explaining why the initiative, its potential impact and how to succeed. They make between 15 and 20 proposals and campaign managers (there are four, including Morago, and are rotated) define what the analyzed in the teleconference. Sometimes experts are proposals from other organizations. If the campaign is urgent, in less than 24 hours develop the materials and do the tests. Each campaign is sent first to a representative number of people (for example, 5,000 people) and, if it reaches a minimum scales of participation (for example, over 40% of people open the email) they decide to throw a matter mass. A team and a working methodology specific to a multinational business, but aims to promote social change.
Activism uses own methods and professional profiles of multinational
The operating system of this organization would also be perfectly reproducible by others. "In fact, there are emerging initiatives that are following the communication structure we wear testing these years," said Morago. "As the official donors break, opt for the crowdfounding (crowdfunding) because people give money when he sees that the project is real and concrete, not to solve, in general, the problems of a continent. For example, one euro to publish a 20,000 euros in a newspaper or five euros for concrete help to a collective ".
Emphasizes Morago repeating something most specialists: "Although the Internet is allowing to reach a large number of people and maximize the impact and achievements, there must be a fusion of activism among the cyber and face." "This is very important as there are people who complain that Internet activism has a negative impact on traditional activism," he explains. He cites a study of the campaign in Brazil Limpa Sheet for anti-corruption legislation: "The report concludes that their success was only possible thanks to the joint between the traditional and online mobilization. He adds that participation in the Network have helped raise awareness and action. "
Avaaz addition, many other organizations dedicated to social mobilization Internet. Some have millions of members, as Change.org or Move on. Other examples include 38 Degrees, in the UK, which has about 850,000 members, and Get Up, in Australia, with about 600,000 members.
Another social change movements begin to gain weight in some regions is the barter system. An ancient tradition which takes the flight with the promotion of new technologies. There are basically two types of networks of exchange: of goods, which are traded items like clothes, books or toys, and services, with a clear predominance of the training courses (languages, health, computer, etc.).
Food Banks: A networking
Food Bank Foundation of Barcelona, founded in the late eighties, has grown from just 30 volunteers permanently in 2008 to have 200 today, reaching 7,600 at times throwing specific campaigns . In 2009 collected about 300 tons of food. In 2011 came to 1,500 tons last year to 2,700. And the number of persons benefiting from its work has grown from 50,000 in 2008 to 224,000 last year.
It is conceivable that the explosion of these figures has to do only with increased solidarity of citizens in times of severe economic crisis. But to channel that solidarity is necessary to establish logistics processes and very accurate. And food banks, which have existed for decades, have displayed an enormous capacity for innovation to be not only channelers, but also an important catalyst for social change. According to Jordi Peix, vice president of Barcelona, the main innovation is the creation of "solidarity networks". The people in the neighborhoods is grouped into common premises, provided by the municipalities. Furthermore, only in the province of Barcelona's 400 supermarkets donate food. They also have the support of approved charities that deal with the collection of food, have launched a store in Mercabarna and have the cooperation of farmers across Spain that they do get fruit and vegetables (2,000 tons a year past). "The delivery people are still amazing," continues Boix. "It has increased the number of volunteers with the crisis, we are referring to local offices, and the reaction of the directors of the supermarket or farmers could not have been more positive. Also that of the municipalities, who have contributed in various ways. "
"The main aim is to fight food waste to give to the poor. Although there are other relevant, such as environmental protection, "said Peix, who explains that the food bank crisis glimpsed before it was officially recognized. "Between 2008 and 2009 the demand has doubled and even got to inform the authorities. Then we did the first major fundraiser. But the growth in demand from the crisis has been even greater, we have to collect 2,700 tons last November. "
Networks organized regularly exchange markets, especially in some big cities, to promote this activity. But many people choose to do it directly through the Internet. Intercanvis.net portal, for example, is a platform dedicated to the exchange of goods and services created in 2007 and since 2010 works for all networks of this type of Catalonia. Its services include a common calendar and an updated directory aimed to inform the user about the networks that exist in the autonomous region. This portal runs on free software and open to all people who want to offer or access to goods and services through the barter system. And right now has more than 1,500 people registered.
Barter networks are gaining followers, especially in some large capital
The advancement of barter in some areas, due to the crisis and ideological or cultural reasons, is especially noteworthy. In Xarxantoni, in Barcelona's Sant Antoni, exchange markets are no longer just a meeting point to exchange items in a timely manner, but begins to be regarded by many people as a place in which to provide themselves everyday goods. This initiative is in contact with other similar like that Nou Millor (Better than New) which promote the use of the goods until they are no longer useful. It is, in short, go for second hand items to contribute to more sustainable consumption.
Public authorities also seek innovative ways with which to reach citizens. The Behavioural Insights Team (BIT), an agency of the British Government, specializes in identifying new methods with which to launch campaigns on issues as diverse as organ donation, alcohol intake, energy efficiency or prevention of tax fraud. One of its initiatives has been providing consumers detailed information on what the electricity tariff and the cheapest gas they can access, thus to facilitate switching. Also introduced in the vehicle license requests a 'forced choice "for citizens to express whether, in the event of a fatal accident, they want to donate their organs.
The BIT and directly affects the responsibility of citizens in many everyday decisions. All this "helps them make better choices for themselves," explains Laura Haynes, Policy Research BIT. In addition, "have begun to identify cost savings in public spending", especially by reducing fraud and error debts. For example, the agency sent letters to people who had not yet paid their taxes self-liquidating, simplifying messages and explaining that many people in your area already had. Another issue that highlights Haynes is the enforcement of objectives. The BIT was created at a time of austerity and cuts in public spending with a budget of 500,000 pounds (586,000 euros). And one of its main objectives was to achieve a save 10 times its budget in two years. The economic sustainability of projects is an essential element of these initiatives. Even-or especially-if they rely on a public administration.
企業、NGOや政府機関が社会の変化を促進するための技術を引っ張る
新しい生態系では、公共、民間、市民社会のボケとの間の障壁
スサーナ·ペレス·デ·Pablos6 MAY 2013 - 午後12時01分CET
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