This Social Innovation Game Plan was produced by Brian Venuti as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships (http://www.theloyaltygames.com). All rights reserved.

1. 2014 WORLD FINALS
Note: All copyright and intellectual property rights remain with the Finalist who authored this submission.
Published by Professional Services Champions League (LoyaltyGames) with the author’s permission.
Finalist: BRIAN VENUTI
Country: USA
This Game Plan was created in 4 hours as part
of the LoyaltyGames 2014 World Finals

2. World Vision Case Study
Brian Venuti

3. “Through the power of the right symbol, anyone with a dollar or
their voice, can fully participate in a global movement”
What are the right attributes for a symbol and it’s physical representation to
best support World Vision’s Global Week of Action?
• Visually aligned with the mission – must reinforce and remind people of the
Global Week of Action mission
• Easily converted to a label for supporters – high degree of wearability
• Low production cost – to maximize contribution
• Mass appeal – it needs to be cool

4. We need political will and action so that all children can Survive
5.
Every year, 6.6 million unseen, uncounted and invisible children under age five
lose their lives to preventable causes such as pneumonia, diarrhea and
undernutrition. They are hidden from the health services that can save their lives.*
* http://www.wvi.org/GWA
Representative image
• Leverage the equity of the Child
Health Now campaign, World
Vision’s focused program associated
with the Global Week of Action
• Symbol is universal and ties in to the
existing marketing/social activity
• It is an extension of the core program
logo but not commercialized by the
program name, similar to how the
names/logos of Livestrong and
SusanG are not the primary visual
elements of the bracelet and ribbon.

5. Applying a popular symbol representation
Temporary tattoos are the perfect platform to carry the Child Health Now mission
of Survive 5.
• High adult and children appeal
• Tattoos carry the innate expectation of
demonstrating something you like and/or
care about
• Disposable, leading to repeat purchases
• Costs are pennies on the dollar and provide
fantastic profit margins to be realized for the
cause
• High giftability

6. Collaborative Partners and External Events
This campaign has the potential to be grass roots supported by everyday partners of World Vision as well
as supercharged by celebrities and professionals
Existing Supporters
• Individual contributors
• Churches/youth groups
• Partner organizations
• Corporations
Celebrity
• Professional/collegiate athletes
• Performing artists
• Actors/reality stars
• Media
• Civic/business leaders
As proven with many past cause marketing and fashion trends, celebrity endorsement creates
great visibility, interest and following.
The goal for 2015 is to find celebrities to sport their tattoos at highly covered events to drive
awareness and buzz at key highly publicized events.
Here are some potential events with high viewership and potential. Examples are primarily US
based, but it is assumed localized recommendations would be made:
• Award shows – Viewers Choice Awards, Oscars, Miss Universe
• Athletic events – Superbowl, World Series, soccer games
• Interview shows – Ellen, Late Show, GMA
• Red carpet events – Movie premiers, album releases
• Concerts – World tours, live performances
You have to go big!

7. Mobile In Action
Key moments are capturing yourself, capturing others, and special locations…
…but what if there was an app that allowed you to superimpose the tattoo on
pictures and post in a designated social location
The result will
be a super
cool way to
personalize
your
participation in
the community

8. Overcoming Challenges
The biggest challenge to this strategy is adoption
Overcoming the challenge:
As we place our bet on high profile support, it will be critical to map out the
network of relationships.
There are several notable people associated with World Vision:
The people will need to be activated. Additionally, the staff that have
relationships with highly affluent donors can be very helpful in sharing the
plan and determining of there are secondary connections to key celebrities.
The talent management and agent community are also good contact points.
Hugh Jackman, Kris Allen, Bethany Hamilton, Brooke Fraser, Patricia
Heaton, Karl von Habsburg, Efren Peñaflorida, Guy Sebastian, Sigrid
Thornton, Alex Trebek, Lights (musician), Alex Day, Sarah
McLachlan, Shane Feldman*
* wikipedia

9. Giving Back to Existing Supporters of World Vision
Incentive Concept: Based on the Pharrell Williams “Happy” video, we will create
an interactive timeline that counts down to 12/31/2015. Supporters who
participate will be rewarded at random times.
Moments that Matter: it will be filled with user videos that show moments that
matter, moments where supporters share their experiences and spread the word
about the Global Week of Action.

10. Defining the Target
The in house research shows 3 primary motivators for loyalty:
• Sharing social
• Repeat giving
• Local Champion
After some consideration, it was decided to not directly incent individuals for these
activities, but to encourage them to share their testimonies related to these
activities with the goal of spreading the word. Research has shown that one of the
strongest influencers for getting support for a cause is to share personal
experience, so that is the behavior we are going to incent.
The other reason for this is that it is assumed the sharing will reinforce the passion
of the current giver and provide a more direct effect for growth versus just
organically incenting current supporters.

11. How will it work?
To qualify all you need to do is record a short video sharing your support for
the cause with another person. People will then be recognized within the
timeline and have a chance to win awards thanking them for your moments
that matter.
For example: On XX/XX/XXXX date, everyone on the timeline between the
hours of 3:00-4:00 will get a prize. Prizes will be in the form of special offers
and discounts from value partners such as retailers.
Mobile will be key
Sharing moments that matter will be best facilitated by mobile video recording
with simple upload.
Mobile is with us all the time, so as we get daily opportunities to share, we
already have the opportunity to capture those moments.

12. Gamification Design – A Multi-Channel Game
The Game: Make Change Happen
Concept: A competition of influence – imagine Klout slanted towards giving
influence versus pure social influence. It gamifies the network effect by tracking
your direct and your network’s activity to make change happen.
How it works:
Similar to a network marketing framework, players (can be individuals or groups)
will sign people up under them in support of the Make Change Happen campaign.
As players and people in their network do activities such as sharing and giving,
they will accumulate points that all ladder up to the people on top of your network.
To put it another way, players get credit for all the activity that happens underneath
them, or within their network.
The network scoring system:
Every social share = 100 points
Every $1 donated = 1000 points
Every 1 hour donated = 5000 points

13. Gamification Design – A Multi-Channel Game
Administering the game:
Establishing the player networks – It would be most efficient to work with
the existing social networks, so APIs will need to be set up with each.
Once integrated, players simply provide access to their networks
(facebook friends, twitter followers, linkedin network, etc.) and World
Vision creates a consolidated database for each player.
Each contactable network contact will then get a communication on the
player’s behalf explaining the competition and inviting them to participate
themselves.