Gotye parody encouraging organ donation discussion wins FilmLife Awards

I am very proud to be a part of The Groundswell Project - an arts and health social enterprise that fosters community discussion about death and dying in a positive and life enriching way. 

One of their great projects is the annual FilmLife Project - an annual short film festival that encourages young people to “discover, decide and discuss” organ and tissue donation. 

Last Saturday I was privileged to attend the 2nd Film Festival where the winner was announced and what a night it was.

The winning short film voted Best Film in a field of 18 films was a parody of Gotye’s 2011 hit Somebody I Used To Know produced by Brooke Huuskes. Comprising high production values and a remarkable resemblance to the original, the short film has even received the blessing of Wally De Backer (AKA Gotye) himself whose management tweeted details of the parody this week.

Since posting the winning film has been viewed by over 17,000 people on YouTube.

The Australian musician’s colossal international record has spawned thousands of internet copycat videos, but for young filmmaker Brooke her parody of the song’s video clip addressed an issue that has the potential to transform Australian lives.

The 28-year-old Monash University PhD student remade the music video to encourage others to discuss their organ and tissue donation wishes with their loved ones.

Brooke herself is an organ recipient, having received a kidney from her father– a living donor – in 2010.  This experience inspired her to enter FilmLife, - an annual film making competition that encourages young filmmakers to use their creativity to change lives by making compelling short films on the tricky topic.

Brooke’s first-hand knowledge of the importance of organ donation and the overwhelming gratitude she feels towards her father inspired her to make the film. 

Brooke’s film was particularly timely; coming at the climax of a week where the Organ and Tissue Authority  announced that official organ donor rates are at  record levels in the first quarter of 2013.

Dr Jonathan Gillis, the National Medical Director for DonateLife and judge on the FilmLife panel said, “In the first quarter of 2013, there have been 119 donors, which is a 55% increase on donors for the same period for 2012.”

“The fact is that only around 1% of hospital deaths occur in the specific circumstances where organ donation is possible, which is why we encourage all Australians to know the donation wishes of each other. The FilmLife Project is a unique way of triggering young Australians to have these important conversations with family and friends.”

Now in its second year, FilmLife is an annual initiative hosted by The Groundswell Project.  The FilmLife Project is funded by the Commonwealth Government through the Organ and Tissue Authority’s Community Awareness Grants program to support innovative projects that promote family discussion about organ and tissue donation.

Kerrie Noonan, Director of the GroundSwell Project said before her departure to the UK this week “"It's vital we find creative ways to talk about organ and tissue donation. We encourage all Australians to find and share a film they love to help start the conversation with their friends and family. To get involved in our online conversations use the Twitter #havethechat hashtag”.

The 2013 FilmLife competition called for young people aged between 16 and 28 to create a short film that brings the subject of organ and tissue donation to new audiences and from different perspectives.

Bloggers Beware of Brands Using You To Health Wash #KFCKidsMeals

My friend, influential mum blogger Jessica Gottlieb alerted twittverse to this breaking cyber backlash yesterday. You may recall Jessica shared an excellent case study with us all at Healthivate about the #motrinmoms fiasco by J& J.

Brands who try to play in the health space must be careful not to misrepresent their facts. It doesn't matter if you are KFC, a tube of toothpaste or a startup, the issues are all the same. Using bloggers children to push your message is just wrong!

If you missed Jessica's story, here's a recap:

KFC Uses Blogger’s Kids to Promote Healthy Kids Meals #KFCKidsMeals

Bloggers have a number of intangible assets but arguably the most valuable of all is their integrity. Much like virginity you get to lose your integrity just once. Today some bloggers are flirting with a loss of integrity after promoting the #KFCKidsMeals hashtag and trying to convince their audiences that KFC has healthy meals for kids.

Of course twitter is too smart for the faux low calorie message.

And a robust discussion ensued. You can view the full story from Jessica here.

Marketers want the mum bloggers at their events to be their advocates because the mum bloggers are smart, savvy and influential. Marketers are going to have to wake up and remember that they’re dealing with a smart, savvy and influential community. 

And for bloggers don't be persuaded into thinking just because a brand has approached you for a sponsored post or to help them their motives are anything other than on the end game - MONEY! Do your own homework, you are not a marketer, but check out whatever you are asked to represent, go for a wander on their website, does the promise match the product or is it health washing. Look behind the story, who stands to gain?

Bloggers use your voice wisely and say NO to your children being used as a brand's mouthpiece or photographed representing a product you haven't thoroughly checked out.

About Jessica Gottlieb
One of the World’s Most Influential ‘Mummy Bloggers’ with one million page views per month. She has traveled with Oprah Winfrey, met with President Clinton and appeared on CNN, CBS, Fox News, Dr. Phil, Wendy Williams and more while talking about the intersection of parenting, health and technology.

Bloggers - An Army Of Brand Advocates Or Not?

I guess I am known for being an over the horizon thinker. It's just what I do, quickly identify how to get a brand known, discussed and build a story that cascades throughout communities, changing the conversation. And it can happen quickly after a considered period of what I call environmental analysis. There is always a methodology to good story telling. 

Some brands 'get it quickly' others fall into the trap of dead brand walking,  thinking old world marketing styles will work in the digital era, where conversations are happening online and offline. 

Eventually these laggard marketers wake up and realise that the digital influencer and blogger can harness an army of brand advocates if they learn how to listen, engage and build the conversation. Traditional media and indeed traditional PR cannot build a conversation as fast as empowering digital conversations. 

At present, I am watching with interest one brand's leadership who was initially disruptive to their own marketing efforts prudent focus on an integrative digital path, suddenly see the light - oh how that makes me quietly smile!

However there are lessons to be had for all who are beginning to engage with bloggers and digital influencers. Understand that the blogger's real role: is to share opinion, not provide balanced reporting. 

We need to set aside that mindset and realize that writing a blog is not about interviewing sources, getting the facts, summarizing findings, and then writing a fair and balanced article. It's about a blogger sharing his or her opinion with the world. 

Fact checking should apply but there are countless examples of where it does not apply. Although the blog may not be objective, it may be widely read and accepted as fact. Companies must be aware that a disgruntled blogger can quickly do damage to their reputations. My advice to brands who have a disgruntled blogger aiming at them is to find a way to resolve matters. You may have to eat humble pie but in the long run the benefits that come from diffusing a situation that is simmering under the surface will only build your esteem as a brand champion.

As blogging becomes more common, it has an increasing impact on traditional journalism. News is shared more quickly and more widely than ever before. It will be interesting to see how the relationship between blogging and journalism continues to evolve. I will have more to say on a new development in this area on Monday.

Bupa launches first Australian Health Influencer Blog Awards At Healthivate

At Healthivate last weekend leading healthcare group Bupa launched a search for the country’s most inspiring health blogs with the inaugural Bupa Health Influencer Blog Awards. Bupa was one of our sponsors and did a great job of putting together a fun video to share with bloggers to convey the essence of the awards. Here's a peak:

The awards, encourage bloggers and their readers to nominate uplifting blogs in one of six categories: healthy lifestyle, health eating, family time, positive life change, personal development/self care, and social good.

As was shown by the influence level of those bloggers attending Healthivate bloggers are becoming increasingly influential in consumer health and wellbeing. 

The awards will run for three months, until 30 May, and are both self and peer nominated. 

Disclosure: Bupa has invited me to join the judging panel as a result of Healthivate. Other Judges include: body+soul editor Gemma Sutherland; Bupa chief medical officer Dr Paul Bates; and Bupa health ambassador and Olympic swimmer Matt Welsh.

Winners of each category will receive an Apple iPad and the opportunity for their blogs to be highlighted in Bupa’s Shine magazine, which is distributed to millions of Bupa members.  This exposure is sure to be a winner for bloggers entering the awards who will be keen to grow their blog audiences as well. One overall winner will also receive $5000 to spend on improving their health, happiness and wellbeing.

Bupa has already established blogosphere credentials: in 2012 it hosted a blogger event in partnership with Lifeline to raise awareness about stress management for Stress Down Day, and has engaged with family bloggers to make small changes for the better as part of the Bupa Family Challenge.

For more information visit www.bupa.com.au/BlogAwards

@BupaAustralia
#BupaBlogAwards

Note: (We are grateful for the sponsorship support of Macro - only available at Woolworths who enabled the event to take place. I'll be writing a couple of posts about the event specifically over the next few days).