Responsibility for ensuring that decisions are fair and balanced
The only Brazilian to chair a jury at the festival, in the Social & Influencer Lions category, Samantha Almeida draws attention to the authenticity of the technical file of campaigns on diversity, inclusion and social justice. Who does it is just as important as the action. This speaks volumes about an audience that is more impacted and less impacted by pseudo-social messages, warns Globo’s director of diversity and innovation. Brazil’s ability to react is an advantage. We respond to good campaigns. And also when they are not good. It makes us strong, she signals.
Analyze
The ultimate cultural context. It is essential to feel the impact of an action, even if we have never had contact with the location represented. The campaign must have a defined strategy – who am I talking to and why?; mobilization capacity – after watching me, my audience did what?; and engagement and interaction, which doesn’t necessarily mean just likes and views, okay?
Determinant factors
Strong, creative and innovative concept, in addition to being socially relevant, generating engagement, positive impact and being effective in achieving objectives. And results. Which was? Are they measurable? a melting pot of many things. Especially given the debates we’re having today about networks, influence, and algorithms.
From sworn to president
Being a juror meant being part of a global whole. Swap, even cause changes in the routes of the debates. In the role of president, I feel that everything is broader, involves more leadership, coordination and responsibility to ensure that all opinions are considered, that decisions are fair and balanced.
Meaning
There has been a trend towards campaigns that promote diversity, inclusion and social justice. However, how effective are these campaigns in advancing communities? Do technical sheets reflect the content presented? These were some of my questions in 2021. Today, with the use of new technologies, optimizations and AI, I find them even more urgent. The appreciation of genuine campaigns is growing, which is why who does it is so important. This speaks volumes about an audience that is more impacted and less impacted by pseudosocial messages.
Read the complete article in the special anniversary edition of PROPMARK