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Empower Children and Communities (EC2): Through media, content marketing, and education

October 10 – 11th OECD Headquarters, Paris, FRANCE

Strategic Cooperation: Trendsetters and Technology


“When you start to see effects you begin to work together - it is clear that all social integration of IT must have as part of its core, child and youth focused measures and considerations.� Bruno SCHRODER, Technical Director at Microsoft

Letter from Our Signatories Today, the transformative approach in technology, creativity, and education allows us to walk away from what’s been done and pursue lofty ambitions – and there is no loftier ambition than creating societal cues, social norms, and cultural pursuits that foster talent, health, and safety among young people and ourselves. In a time where 39% of companies use social media as their primary tool to reach consumers, 73% of fortune 500 companies use twitter, and global communications firms expect more than half of their earning to come from digital revenue – we are encouraged by the number of organizations who are driven to use this powerful reach as a means to seize business, economic, and social opportunities. Current research provides us with several examination points such as: 1) many more 12-15 year olds use smart phones than adults, 2) advertisers and internet providers are complying with regulatory codes and good practice but young people “find a way” despite these efforts, and because 3) the rules of the virtual and real world often become blurred, we have seen behaviors along a continuum from sexualization to sexual exploitation and bullying to premature death. We must engage beyond causation and correlation and freedom of speech vs. privacy. Understanding success over the toughest challenges is built from more than one vision and requires an active conversation that includes many visions. We are honored to be a part of a win-win dialogue with leaders who don’t typically enter into our normal work routine. Together, during and after the Forum, we will initiate our lofty ambition to harness the power of communication through the use of media, content marketing, and education to create an empowered and robust environment where children and communities can thrive.

Chantal JOUANNO Senator FRANCE

Xavier ROMATET CEO, Conde Nast France

Kimberly ADAMS Managing Partner Flying Bridges

Reg BAILEY J Excecutive Director The Mother’s Union


Bernard MARQUET MP MONACO (former)

Johan Fredrik EDSTRÕM Publisher Groupe Marie Claire


Diane LEVIN Professor, Chilhood Development Wheelock College, Boston, USA


Where the powerful ideas of tomorrow become a realitynd Tlo

Our Leadership

EC2 Forum Chairwoman Her Royal Highness The Princess of Hanover

EC2 Forum Host Ángel GURRÌA Secretary General OECD

EC2 Forum Master of Ceremony Philip THOMAS CEO Lions Festivals

Key Thinkers The EC2 Forum benefits from the commitment and support of our key cross-sector voices: Nazir AFZAL, OBE, Crown Chief Prosecuter, UK Reg BAILEY, The Mother’s Union, UK Rosarita CUCCOLI, CEO, Stadio Novo, France Fredrik EDSTRÖM, Publisher, Marie Claire, France Dr. Oliver GRAY, Director General, European Advertising Standards Alliance, EU Tamara GRUNEBAUM, Director of Development, Pixelis, France Chantal JOUANNO, Senator, France Agnieszka KOZLOWSKA -RAJEWICZ, Minister of Gender Equality, Poland Joanna KRYDLEWSKA, European Parliament, Poland Jacquie KUBIN, Managing Editor, Communities Digital News, Washington Times, USA Guy PARKER, Chairman EASA, Chief Executive Advertising Standards Authority, UK Alexandre PASCALIDOU, Journalist, Television Hostess, Sweden Xavier ROMATET, CEO, Conde Nast, France Caroline RUSH, Executive Director, The British Fashion Council, UK Manu SAREEN, Minister of Gender Equality, Denmark Bruno SCHRODER, Technical Director, Microsoft, Belgium Bo SMITH, Creative Director, Bohaus studio, UK Holly SMITH, Survivor, Author and Advocate, USA Her Excellency, Sophie THEVENOUX, The Ambassador of Monaco Iris VAN DER VEKEN, Chair, UN Global Compact, Belgium

Next Generation Leadership Exchange


Exchange 2013: Empower Children and Communities (EC2) Forum

The theme of the EC2 Forum: “Strategic cooperation: trendsetters and technology” – reflects our belief that the impactful nature of media, content marketing, and education can empower the societal cues, social norms, and cultural practices that influence the fulfillment of today’s pressing issues. Believing that many of today’s business and economic opportunities are tied to the talent and well-being of the next generation, EC2 Forum gathers key influencers from the world of fashion, sports, politics, technology, and communications to make shifts. Shifts that need to happen before we can fully nurture talent; invigorate opportunties for young people to aspire to; and keep them safe in a fast paced digitized world – shifts that give staying power to the economic and business efforts of today.

The Exchange 2013: Learning from Leaders

Presided over by Chairwoman Her Royal Highness The Princess of Hanover, Master of Ceremony Philip THOMAS, CEO of Lions Festivals, and host Ángel GURRÌA, Secretary General of OECD, EC2 Forum gathers a small select group of influential voices who have the merit, experience, and commitment to information share, engage in open dialogue, and focus the best way forward. The Exchange 2013 is made up of three separate but complimentary components: 1) forums, 2) grassroots partnerships, and 3) corporate good practice notes (to be submitted to the UN Global Compact for endorsement by the UN High Commission on Human Rights).

200 Delegates will participate in content programming • • • • •

Plenary Sessions: Emerging research and practices frame the issues and prepare delegates for active engagement. Governance Exchanges: Open dialogue and debate among cross-sector leaders and industry experts to define a common language and win-win position. In-Focus Roundtables: Insight into key industry challenges and sharing of related best practice to streamline solutions within and across sectors and industries. Technical Working Groups: Select industry leaders align cross-sector action by identifying reserch topics to be addressed in a set of good practice notes (to be submitted to the UN Global Compact). Interviews: Up close and personal with key influencers of our time.

The intimate setting and program is designed to support a top down, bottom up approach to be executed through strategic cooperation.

A Snapshot: Opportunities for strategic cooperation • • • • • •

Policy Development: How does new technology and content marketing fit into national education, latest regulations, and public service priorities? Why Now?: Attention to sexualization, gender stereotypes, and self-confidence - why small changes can have large effects. Fashion: While fashion evolves can these key influencers increase their value proposition by providing a counterbalance that will empower children and communities. Sports: What does this have to do with boys and reading, role models, and the definition of beauty? The Do’s of Data Collection: Marketing and advertising segmentation with value and purpose. Digitization and Youth: What are the key singular and cross-sector issues and partnerships that can support today and the next generation of leaders?

Next Generation Leadership Exchange



Day 1 Thursday, 10 October

8.30 - 9.30

Registration and Morning Refreshments Security screening, badge pick-up, and registration. Morning refreshments served in the OECD Atrium.

9.30 - 9.35

Opening Remarks

9.35 - 10.25 Interview/Q&A

“Why Now? Online Platforms as Disruptors: what do law enforcement officials want from business, civil society, and government to help them protect children.” One-on-one interview will frame the issue on the vulnerabilities of young people in Europe and the UK to trafficking and exploitation and how the interplay of media, content marketing, and education can make them safer. Moderator: Mr.Jon ALEXANDER, Founder, The New Citizens Project, UK Interview: Ms. Holly SMITH, Survivor, Author of Walking Prey, US Mr. Nazir AFZAL,OBE, Crown Chief Prosecutor and Lead Child Abuse, UK

10.25 - 10.45

Coffee Break OECD Atrium

10.45 - 12.15

Governance Exchange - Media/Technology/ Grassroots “Why Now? Giving the People What They Want” Critical thinking and assessment of current and future trends in content and images - the increasing use of “handheld” technology (mobile, tablets) and the “demands” by citizens (including young people) for more engagement and interactivity from these platforms - a snapshot of where the media world is going and how we can prevent getting more of the same. Moderator: Mr. Simon GILLHAM, OBE, Sr. Executive VP, Communications and Public Affairs, Vivendi Lead Panel Discussants: Mr.Jon ALEXANDER, Founder, The New Citizens Project, UK Ms. Diana EL-AZAR, Head Global Council Media, Entertainment, and Information,World Economic Forum Ms. Natalie RASTOIN, CEO, Ogilvy, France Mr. Philip THOMAS, EC2 Master of Ceremony and CEO Lions Festivals Mr. Sergio VINAY, Co-founder and Communications Manager, Ciudadania 2.0

Next Generation Leadership Exchange

Key Contributors: Ms. Elizabeth LINDIER, Facebook Ms. Sophie GUERNET, Act Responsible

12.15 - 13.00 In-Depth Dialogue

“Data collection on children: Technology, segmentation and law enforcement.” Moderator: Mr. Tiit PAANANEN, Board Member, IT & Telecommunications assosiation, Former Head, Skype, Estonia Discussants: Mr. Oliver GRAY, Executive Director, European Advertising Standards Authority, EU Elizabeth LINDER, Facebook’s Politics & Government Specialist EMEA Mr. Nazir AFZAL, OBE, Crown Chief Prosecutor and Lead Child Abuse, UK Mr. Bruno SCHRODER, Technical Director, Microsoft, Belgium

13.00 - 14.30

CNN Award: Château de la Muette Leaders Luncheon: (by invitation only)

14.45 - 16.00

Governance Exchange – Education/ Government/ Strategic Cooperation This session open to the press.

“Public Domain and Strategic Cooperation: investing in confidence, intellect, and talent for tech savvy youth.” Focus areas: • • • •

Tools of Technology: opportunities to build upon online “knowledge” during classroom instruction. Demystifying Power: can media literacy solve the media content debate? Building Engagement: using skills developed through online activities to enhance team building, talent, and leadership skills. The Business Case: is business sustainability dependent upon educational priorities?

Moderator: Mr. Tiit PAANANEN, Board Member, IT & Telecommunications assosiation, Estonia Former Head, Skype, Estonia Lead Panel Discussants: Ms. Divina FRAU-MIEGS Professor, Sciences of Information and Communications, Univ. Sorbonne Nouvelle Dr. Tracey BURNS, OECD Directorate Education Ms. Holly SMITH, Survivor, Author of Walking Prey, US Mr. Bruno SCHRODER, Technical Director, Microsoft, Belgium Mr. Sergio VINAY, Co-founder and Communications Manager, Ciudadania 2.0

16.00 - 16.30 Coffee Break



Day 2 Friday, 11 October

8.00 - 9.00

10.45- 12.00

9.00 - 10.15

Trendsetters as Champions: Fashion, Luxury, Beauty, and Progress

Morning Refreshments

Governance Exchange – Establishing Boundaries/ Facilitating Cooperation: “Marketing and Advertising to Support and Respect the Rights of Children” Why is sexualization a key target for government attention and how do they want marketing and advertising practices to help them fight against this issue? Where do voluntary practices need to focus: exposure to hypersexualized images or uses of children/ tweens/and teens in sexualized ways in order to make the biggest impact? Focus Areas: • • •

creating a business vision by analysing threats to media practices and products posed by public policy and laws. self-regulation: opportunities and challenges for corporate advertising to keep up with expectations. is a universal definition of sexualization needed in the global digitized world? And if so, who should define them?


Divina FRAU-MIEGS, Professor, Sciences of Information and Communications, Univ. Sorbonne Nouvelle

Key Panelists:

Senator Chantal JOUANNO Reg BAILEY, Executive Director, The Mother’s Union, UK Guy PARKER, Chairman EASA and President of ASA Eve MAGNANT, ICC Marketing Commission Vice Chair, Vice-President, CSR Director of Publicis Groupe Fredrik EDSTROM, Publisher Marie Claire Enfants Stephane MARTIN, ARPP

10.15 - 10.45 Coffee Break

Plenary Session - Leadership Opportunities

Inspiration and Aspiration: Constructing New Norms •

The vision, value and roles of fashion, beauty and luxury industries in relation to society: What type of inspiration and aspiration are being built, shaped for future generations by these industries and how in turn are the young generation reacting? Diversity in fashion and beauty: Redefining beauty and body image, the effects on children and teens. How to embrace diversity not just as trends, but as norms?

Difficulties and Solutions •

What are the difficulties that industries face and what are the tools needed to align business initiatives with social awareness and responsibility? What kind of support, can the government provide? Is the digital world the driving force to enhance diversity and change? Can technology help society, fashion, beauty and luxury industries engage with each other?


Nour SALEH, Program Director, Flying Bridges

Key Panelists:

Auriene DENIS, Founder & Director, Fredrik EDSTROM, Publisher Marie Claire Enfants Olivier JEZEQUEL, Photography Agent, manager, LGA Paris Chantal JOUANNO, Senator France Xavier ROMATET, CEO Conde Nast France

12.00 - 13.00

CNN Presentation: Becky ANDERSON and Philip THOMAS, EC2 Master of Ceremony

13.15 - 14.00

Closing Plenary - Pulling It All Together This session open to the press.

It’s A Wrap: Closing Cocktail at Château de la Muette

14.0 - 17.00

Closed Door Session: UN Global Good Practice Notes

Next Generation Leadership Exchange


“I join the EC2 Forum because its long term programs obviously have concrete goals. Through the series of discussions and directed outcomes it will define for the field of media a series of good practices that meet the needs of society.� French Senator, Chantal JOUANNO


Where the powerful ideas of tomorrow become a reality Flying Bridges

The Next Generation Leadership Exchange is lead by Flying Bridges, a social enterprise with project offices
in the USA, China, and France. We assist business, civil society, and government tackle critical factors that simultaneously influence social development, economic progress, and business sustainability by working with industry leaders and international politicians to define, develop, and execute practical, incremental, and measurable solutions.

Bohaus Studio

Bohaus is a UK based creative and design agency. Focused on building brand value through consistently simple and focused communications, our client list Calvin Klein, London 2012, BAT, Mercedes-Benz, Bentley, Sony, KPMG, Bupa and HSBC - reflects our careful attention to design solutions, clear messaging, and creative execution.

AMADE (World Association of Friends of Children) As President of AMADE, Her Royal Highness The Princess of Hanover, is committed to helping children.

AMADE works hard to meet new challenges posed by the terrible condition of a growing number of children confronted with poverty, illiteracy, malnutrition, war, violence, disease, drugs or crime. Our objective is to continue to initiate and support such projects, together with the crucial need to foster research in the field of ethics and legal issues pertinent to the rights of the child, particularly in the light of the many forms of mass violations of children’s rights, from child trafficking to the use of children in armed conflicts and all occurrences of commercial sexual exploitation of children.


The Organization for Economic Co-operation and Development (OECD) provides a forum in which governments can work together to share experiences and seek solutions to common problems in order to promote policies improving the economic and social well-being around the world. The OECD Conference Centre in Paris opened its doors in 2008 and offers a modern frame for selected conferences.

Lions Festivals

World-class and with global reach, inside the six different Lions Festivals you’ll find innovative ideas, the brightest minds and the best in your business at work. The flagship festival, the Cannes Lions International Festival of Creativity, has been recognising the best in communications since 1954. It has grown to become the world’s biggest celebration of creativity in communications, with more than 35,000 entries from all over the world and more than 12,000 delegates from 94 countries in attendance each year.

Next Generation Leadership Exchange


Next Generation Leadership Exchange A Flying Bridges Initiative

Exchange 2013 Dossier  
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