The third jury member is Michael Rutgers
I'm Michael Rutgers, director of the Longfonds. For years fascinated by everything that takes place in the triangle between patient, care and research. Achieving real social impact is my pre-occupation, along with achieving a truly central role for citizens in their medical care. Prevent (exit Soot and Smoke) and cure lung diseases (ergo research) is my assignment.
What will you pay attention to?
I will pay attention to the comprehensibility of the proposal and the clarity of the lesson learned by those involved. In addition, I want to look at the lessons others can learn from the Brilliant Failure. So answer the question : To what extent can the lessons be extrapolated. And I'm looking at “dare”. So how vulnerable does a submitter want to be?
Can you share a Brilliant Failure with us?
Brilliant Failure Lung Fund
Adem in Adem uit
The intention
Start a social media movement to raise awareness about the impact of lung disease and fund-raising.
The approach
Celebrities in the Netherlands hold their breath for as long as possible and try to challenge others to do the same. On image with TV spots and on Facebook, Instagram and Twitter.
The result
It looked beautiful. There were a lot of likes. Lots of media attention, ook earned publicity, many well-known Dutch people participate and appear to have an affinity with lung diseases, much praise in the trade press. The Longfonds' brand awareness has increased by 8%. There were quite a lot of activists, but no "tipping point" reached after model Ice Bucket Challenge. Low yield.
Conclusion: Particularly successful action on certain targets. Other goals not achieved
The lessons
- A desk/office itself cannot (or difficult one) trigger social media action. It has to live in the community. he were 3 million “breath content minutes” provided. It became 700.000.
- People didn't like to appear on social media with a bright red head. Too vain…
- Raising awareness about the seriousness of lung disease among the general public and fundraising do not go hand in hand 1 errand. Both suffer.
Lesson summarized: Find focus, choose 1 goal, 1 errand, in 1 action.
