Amnesty International 'Amnesty Rescue' Call Of Duty MOD from Strange Day on Vimeo.

This is a powerful idea brought to life via a partnership between Amnesty International and the developers of the wildly successful, Call of Duty.

I've heard a number of not-for-profits were interested in using games to help reach new audiences to raise revenue and awareness. Amnesty's effort however, far exceeded my expectations and will undoubtably have a number of NFPs trying to partner up with developers.

There's no doubt we'll be hearing more about this campaign as award season comes around. I look forward to seeing more not-for-profits push boundaries and contribute to social good.

I saw this on The Feed, curated by @michaelbatistic, but had to re-post here so I can return easily at a later date.

“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.” - Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence

It worked for Socrates, Jesus, Obama, and every other influential leader to work the face of the earth.In this TEDx video, Steve Dunning, talks about how to tell stories that create change, or in his words, "Become curators of the human spirit."

"Slides leave listeners dazed. Prose remains unread. Reasons don’t change behavior. When it comes to inspiring people to embrace some strange new change in behavior, storytelling isn’t just better than the other tools. It’s the only thing that works."

What appears to be the first use of facebook's new timeline for a campaign. This one is by McCann Digital for the Israeli Anti-Drug Authority.

Like most, I suspect that this will be the first of many. The challenge for brands moving forward will be to disrupt to get the initial traffic, and entertain enough to make the content shareable.

I would have liked to see a call to action, inviting people to tell their stories involving drug use/addiction. This would add a personal side to the fictional (cliche?) story told in images and build a sense of community around the issue.