Visualize the Dream § §
Curate the visual lexicon with Weibo-‐able captions Compare what’s hot behavior & what’s not
Forge the Dream § § § §
Map collaboration stakeholder types. Look at permutations of stakeholders to come up with innovative partnerships to activate the Dream Identify & catalyze champions thru workshops & network to catalyze projects Pilot local consumer-‐facing policies
People the Dream Understanding who our heroes are and how they live the China Dream, as well as our villains, is an important part of making the China Dream myth come to life. § § § §
Identify and prep public advocates Create archetypes and show how they successfully live the Dream, or not. What motivates them. Create storylines for these characters that may be used in soap operas or ads Show a day in the life of our characters living the China Dream
Share the Dream § § §
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Leverage influencers, mass media & social media to spread memes Activate organic viral community action with “Dream in a Box” open toolkit Create content tools for ad agency creatives & scriptwriters that incorporate China Dream memes into marketing campaigns and soap operas Help brands incorporate Dream into marketing campaigns
Measure the Dream The key goal for JUCCCE, the convening organization, is to have the ideas of China Dream widely adopted enough that JUCCCE is not needed. And that a movement of grass tip and government champions become engaged in adopting China Dream as social norms. These are some key measurable success metrics to see when the China Dream has reached a tipping point: §
Does the pickup rate in social media for the term “和悦梦想” reach over 50 million people?
WWW.JUCCCE.ORG/CHINADREAM p18