Company: Big Monocle
Company Description: Big Monocle was born at the kitchen table of design and marketing visionary Amy Stellhorn. We opened our doors with three people and one client. Today, Big Monocle remains nimble with less and 10 people with 600+ completed projects for dozens of clients around the world—crafting brands, campaigns, and web for everyone from Fortune 50 titans and growing startups to nonprofits and good causes.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Engaged Community of the Year
 Nomination Title: The Rockefeller Foundation: The Big Bets Toolkit and Community
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
September 15, 2023
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 173 words used.
The Rockefeller Foundation has long hosted and supported leaders, scholars, scientists, artists, and many others around the world to do the work and thinking required to advance big ideas and innovations. With the publication of their President, Rajiv Shah's, first book, Big Bets: How Large-Scale Change Really Happens, the Foundation asked Big Monocle to help they could harness the momentum of the book to build a network of emerging leaders dedicated to and eager to learn how to make their own large-scale change, particularly on climate.
We set a first-year goal to build a community of 2500 emerging leaders and empower them to make transformative change, obtain access to resources to support and develop their big bets, and accelerate projects on global challenges and shape a better future.
We also wanted to provide an opportunity for Big Bettors to learn from each other through a new 6-month Fellowship program that would launch at COP 28 in Dubai. Our goal was to obtain at least 30 qualified applicants for 10-15 spots in the program.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
We knew that that best way to build a community would be to take the tools and principles of Shah's book available for anyone to use, and then empower that community with resources to make those dreams a reality. In the summer of 2023, we worked with RF to design and build an interactive toolkit with guidelines and practical tips on what it takes to make a Big Bet. The toolkit was based on the Big Bets book and provided a step-by-step guide to unleashing big bets.
On September 15, 2023, the Rockefeller Foundation announced the formation of the Big Bets community and subsequently promoted it organically on its digital channels, the same day they announced the launch of their $1 billion strategy to reverse climate change and advance opportunity. In the first month, the community had 1,110 subscribers across 105 countries.
In November we distributed the interactive toolkit to those community members, and in December announced the Rockefeller Foundation Fellowship, designed to empower a diverse and interdisciplinary cohort of emerging leaders working to reverse the climate crisis and accelerate opportunity for the most vulnerable — a six-month program that will be anchored in a week-long gathering at The Rockefeller Foundation’s renowned Bellagio Center in Lake Como, Italy. The Fellowship will provide 10-15 fellows with an opportunity to develop their Big Bet idea through a curated curriculum developed in partnership with IDEO. Further promotion occurred through the Shah's social media channels at COP28, requiring community membership for application access.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 237 words used.
Today, the community has 2673 members from 165 countries across the globe. The toolkit has been accessed by more than 1000 members for more than 1500 sessions with an engagement rate of 64.8%.
We just completed contracting with an outside partner to help manage this network for the remainder of the year. This work will include developing a:
- Community Catalog that will go beyond professional bios and introduce participants by sharing their interests, passions, and hobbies. It will also provide a platform for linking to LinkedIn profiles, encouraging both personal and professional connections among members.
- Monthly newsletter providing Big Bets resources, highlighting opportunities for participation in various Rockefeller programs, and celebrating community members' achievements.
- Monthly Community Member Spotlight to celebrate the accomplishments of individual community members, we will create a monthly Community Member Spotlight email.
The Fellowship page was accessed by more than 2100 users for more than 4,000 sessions with an engagement rate of 54.6%. We had a total of 62 community members apply for the fellowship - double our goal. We are now in the process of evaluating applications and we will select our winners in May.
To this point, the management of the community, video creation, and the development of web pages has all been done in house with a team of 5. We are proud of the work and eager to continue creating opportunities for Big Bettors around the globe.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 13 words used.
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