IS1 VICE 2022 Team 2

GenZ &sm

i v i t c A

“Activism is … to really look at yourself and ask what is it that I can do, my responsibility, having those hard conversations” "It was such a deep transformation for me to understand myself" "ACTIVISM GREW ON ME"

GENZ ACTIVISM IS A JOURNEY

That is nonlinear & never complete

76%

OF GEN Z SAID THAT THEY IDENTIFY AS ACTIVIST SOURCE: VICE, ACTIVISM AS A LIFESTYLE, 2021

Self-exPRESSION Self-exploration

Encouraging Activism

CAMPAIGN

SPECTRUM OF ACTIVISM NOT one-size-fits-all identity

journey of self-discovery NOT a final destination

Real Life VS Online Self-Perception Gen Z Male, 18, USA

GENZ IN CHARGE NOT boomers

JOURNEY OF BECOMING ACTIVIST

ENGAGE COPE LEARN

CONVERSE

ACT

ENGAGE COPE LEARN

ACT

CONVERSE

RESOURCES

conversations

Community

that help build identity

that help build political language and identities

of like-minded who affirm identity

01

03

Crowd-sourced library of stories & memoirs of activism

Quiz as a gamified tool to discover identities and relevant content

02

04

Generating curiosities around activism through pop-culture

conversations

Widget to build new day-to-day routines of introspection

RESOURCES

05 VICE voices as a co-creation platform with partner brands

Community

MUSEUM OF DUCKS #IGiveADuck # CONVERSATION

RESOURCES

COMMUNITY

safe space

celebrating a spectrum of activism

"I started collecting old photographs in case we forget how the world looked before we f*cked it up"

Crowd-sourced library of stories & memoirs

#IGiveADuck

"I started collecting old photographs in case we forget how the world looked before we f*cked it up"

"I started collecting old "I always thought it was photographs in case we normal to feel inadequate, forget how the world looked taking part in the BLM protests before we f*cked it up" really opened my eyes"

VICE becomes a pioneer in validating the spectrum of GenZ activism

RELEVANCY

User Generated Content for bigger reach and engagement

The Museum codifies that new role of social impact media played by VICE is here to stay

ARTIVISM g n i t a e r C s e i t i s o i r u C

CONVERSATION

RESOURCES

COMMUNITY

e v i t c u d se Pop is the Most

Force the World Has Known.

Discover

Trending

Search

ARTIVISM 'ALL THE GOOD GIRLS GO TO HELL' - BILLIE EILISH In the music video about global warming, Billie assumes the mantle of a fallen angel who descends into an oil-filled pit as the landscape ignites around her. The song makes explicit reference both to her home state of California burning and to rising sea levels.

Making Activism Irresistible Demystifying messages behind pop-culture pieces encouraging conversations around activism

ARTIVISM D is c o v

er

T r e n d in

g

Search

LS OOD GIR G E H T L AL ELL GO TO H h Billie Eilis

VICE provides a platform for under-represented artists with a cause

LANES PAPER P M.I.A.

IC SCENE S U M E H T d Blockhea

EARTH Lil Dicky

Building culturally relevant narratives that attract new or hesitant users

How do you QUACK? Personality Quiz CONVERSATION

RESOURCES

COMMUNITY

Identifying areas of engagement & easy ways you can give a duck

ENGAGE LEARN

COPE CONVERSE

ACT

MEDIUM

high

VERY LOW

VERY HIGH

Emotional AFFORDANCE introverted

RACE

EXTROVERTED

SEXUALITY

ACTIVIST AVATAR

COMMUNICATION STYLES

LIVED EXPERIENCES

LEADER

GENDER

MEDIATOR

career

pop

INTERESTS AS POINT OF ENTRY

FASHION

POLITICS

sustainability

QUIZ EXPERIENCE

You are a...

As someone who likes things quick and easy, you can begin your activism journey simply by being more informed. A drop in the ocean, makes an ocean. Reflect on your daily life choices and learn ways in which you can contribute in your own little way!

Since you love understanding the world through pop-culture, here's a few examples of activism in everyday life. We have shared a few suggestions for you below!

#POPJUSTICE

Learn

Legal toolkit for LGBTQI+

COPE

Progressive Panda

r/changemyview

CONVERSE

conversations that build social language and identity

social media + guerilla-style outreach Spray painted posters across New York city.

Social media outreach globally.

HOW DO YOU Q UACK ?

DAILY DIVE

n o i t c e l f e R f l e S

CONVERSATION

RESOURCES

COMMUNITY

Normalizing the process of continuous learning and unlearning

When it comes to identity, repetition is key

IN-APP INTEGRATION & WIDGET

2

What makes you feel powerful?

"There is always light. Only if you are brave enough to see it. There is always light. Only if we are brave enough to be it."

What are you doing about the things that matter most in your life?

BTS and its Army donated more than $2 million to the Black Lives Matter Foundation

- Amanda Gorman

DAILY PROMPTS RADICAL TRANSPARENCY

K

GIVE A

A

E A DUC V

CK ·G I DU

·GIVE

Self-Reflection

Agency

“Typing out intentions otherwise lost in the background of daily life sparked a desire to do something beyond fleeting thoughts, making them feel more ‘real’ ‘real’” POST

SAVE

K

GIVE A

A

E A DUC V

·GIVE

Number of Articles Read in 2022

SHARABLE INSIGHTS

SHARE

CK ·G I DU

28

YOUR TOP TOPICS FOR 2022

Anxiety & Mental Health Climate Change LGBTQ Rights 2

93,85,085 COLLECTIVE REFLECTIONS MAJOR BREAKTHROUGHS

"Doing things for myself and only myself -

Self-reflection to deepen self awareness, & agency for activist identity formation

New entryway to increase daily engagement on the VICE app

Rich insights into Gen Z's fears, motivations and lifestyles

CONVERSATION

Voices RESOURCES

COMMUNITY

A safe community to talk about issues and their impact

Voices

Who cares about what I think?

Market research platform

Co-creation PLATFORM

Market research platform

users

Co-creation -

brands

PLATFORM

Voices

Brands test new offerings

Voices

Voices

Brands test new offerings

Co-creation through polling & discussion

Vice is a pioneer in facilitating co-creation of cultural trends

New revenue models through brand partnerships

Community engagement for GenZ

How do you QUACK?

MUSEUM OF DUCKS

VICE VOICES

ARTIVISM

DAILY DIVE

How do you QUACK? PERSONALITY QUIZ

MUSEUM OF DUCKS

ARTIVISM

SOCIAL MEDIA CAMPAIGN

VICE NEWS

VICE VOICES

DAILY DIVE

COMMUNITY

VICE APP WIDGET

WHAT DOES THIS MEAN FOR VICE?

COMMUNITY ARCHITECT Crowd-sourcing engagement Platform for dialog between brands and users

CULTURE PIONEER Culture of Care Active youth citizenship

USER EMPOWERED Commitment to social issues Transparent data collection

INSIGHT curator New avenues of valuable user data Brand partnerships

COMMUNITY ARCHITECT

VALUE

Crowd-sourcing engagement Platform for dialog between brands and users

Commitment to social issues Transparent data collection

RELEVANCY CULTURE PIONEER Culture of Care Active youth citizenship

USER EMPOWERED

TRUST BUSINESS

INSIGHT curator New avenues of valuable user data Brand partnerships

all ducks are good ducks!

all ducks are good ducks!