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crowdsourcing | storytelling | citizenship People‟s Insights: Volume 1, Issue 33 Free Pussy Riot

People’s Insights Volume 1, Issue 33: Free Pussy Riot

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50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. This week, our topic is Free Pussy Riot. For more, see: http://peopleslab.mslgroup.com

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Page 1: People’s Insights Volume 1, Issue 33: Free Pussy Riot

crowdsourcing | storytelling | citizenship

People‟s Insights: Volume 1, Issue 33

Free Pussy Riot

Page 2: People’s Insights Volume 1, Issue 33: Free Pussy Riot

What is Free Pussy Riot?

An social media led movement by supporters of Pussy Riot – a Russian

feminist punk-rock band and anti-Putin activist group – to protest the

detention of three members and to attract international intervention.

The three detained members of Pussy Riot (from left to

right): Ekaterina, Maria and Nadezhda.

A shop in Bruges, Belgium, declares its

support for Pussy Riot

1) freepussyriot.org/about

2) jasoncallewaert on instagram

Page 3: People’s Insights Volume 1, Issue 33: Free Pussy Riot

Reason behind the arrest

The three women were arrested following an illegal performance at

Moscow‟s Cathedral of Christ the Saviour, where they wore masks,

played punk music and prayed to Virgin Mary to rid them of Putin.

Original video: youtu.be/GCasuaAczKY

Video with English lyrics: youtube.com/watch?v=ALS92big4TY

Page 4: People’s Insights Volume 1, Issue 33: Free Pussy Riot

Protest against severe punishment

It is a misdemeanor that in a normal, civilized European state is handled in

administrative rather than criminal proceedings. That‟s why I think the ruling

on those women is excessive.

– Vladimir Lukin, Human Rights Commissioner, Russia - DNAIndia

Source:

freepussyriot.org/

Three members were charged with „hooliganism motivated by religious

hatred,‟ and faced up to 7 years imprisonment. Human rights activists

viewed the punishment as “excessive” and “personal revenge” of Putin.

Page 5: People’s Insights Volume 1, Issue 33: Free Pussy Riot

takeaction.amnestyusa.org/

United with a shared purpose, supporters called for the freedom of the

women with three specific actions: raise funds for the women‟s legal

defense, petition authorities, and create awareness.

A purpose inspired movement

Page 6: People’s Insights Volume 1, Issue 33: Free Pussy Riot

Russians were averse to Pussy Riot, and majority of the support came

from Europe and North America, especially from anti-Putin groups,

human rights activists, feminists and musicians.

Like the Occupy movement, it involved a small group that magnified its

attention through other nodes: Amnesty International, feminist bloggers, the

foreign policy press, and a vast mob of supporters on Twitter and Facebook.

– Tom Watson, journalist at Forbes

Source:

Huffington Post

Niche communities offered support

Page 7: People’s Insights Volume 1, Issue 33: Free Pussy Riot

High profile musicians amplified reach

twitter.com/PaulMcCartney/status/236063776909172737/photo/1/large

The involvement of high-profile musicians helped spread awareness,

with Madonna voicing her support at a concert in Moscow, and Paul

McCartney tweeting his to nearly a million followers.

Page 8: People’s Insights Volume 1, Issue 33: Free Pussy Riot

huffingtonpost.com/2012/08/17/pussy-riot-putin-lights-up-the-fires-video_n_1 797880.html

Transmedia storytelling fuelled movement

Using transmedia, including videos, web games, photos and tweets,

supporters shared stories from across the world, designed to evoke

emotions and further fuel the hype around the movement.

Page 9: People’s Insights Volume 1, Issue 33: Free Pussy Riot

Supporters spread news in real-time, with a constant stream of updates

– including live tweets from the court house – to the community of

102,000 Facebook fans and 16,000 Twitter followers.

Role of social media

Live updates from the court house on August 17 – the day the judge announced

her judgment (via twitter.com/Eng_Pussy_Riot)

Page 10: People’s Insights Volume 1, Issue 33: Free Pussy Riot

Global day of solidarity for Pussy Riot

freepussyriot.org/en/actions

Russian social network VK and Facebook enabled supporters to

organize and promote events taking place in 74 cities to establish the

day of the ruling as the “Global Day of Solidarity for Pussy Riot.”

Page 11: People’s Insights Volume 1, Issue 33: Free Pussy Riot

1) outlawjournalism.com/?p=210

2) Views, likes & dislikes on original Punk Prayer video - youtu.be/GCasuaAczKY

3) Views, likes & dislikes on English version of Punk Prayer video - youtu.be/ALS92big4TY

Criticism and controversy

Not everyone supported Pussy Riot. Many agreed with the charges of

religious hatred and felt that the women deserved to be punished.

Several even questioned the motive behind the international outrage.

Page 12: People’s Insights Volume 1, Issue 33: Free Pussy Riot

13.4 million results for a Google news search on “pussy riot” (as of August 28, 2012)

While the movement was unsuccessful in freeing the women, who were

sentenced to two years of prison, it was successful in giving their

original protest against Putin an international audience.

Impact of the movement

Page 14: People’s Insights Volume 1, Issue 33: Free Pussy Riot

Read People’s Lab insights and foresights

The People’s Lab team shares the insights and foresights from the

MSLGROUP Insights Network on the People’s Insights weekly blog and

the People’s Insights Quarterly magazine.

MSLGROUP Insights

Network

50+ MSLGROUP planners

share and discuss inspiring

projects on corporate

citizenship, crowdsourcing and

storytelling.

People’s Insights

weekly blog

We deep dive into

conversations around one

project -- on the MSLGROUP

Insights Network itself but also

on the broader social web -- to

distill insights and foresights.

People’s Insights

Quarterly magazine

Every quarter, we will compile

the best insights from the

network and the blog in the

iPad-friendly magazine, as a

showcase of our capabilities.

For more, visit http://peopleslab.mslgroup.com

Page 15: People’s Insights Volume 1, Issue 33: Free Pussy Riot

Coming soon: People‟s Insights Annual

Report

In early January 2013 we will publish the People‟s Insights Annual

Report, in which we synthesize our insights from throughout 2012 and

provide foresights for business leaders and change-makers for 2013.

Page 16: People’s Insights Volume 1, Issue 33: Free Pussy Riot

People’s Lab: Crowdsourcing Insights &

Innovation

People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and

approach that helps organizations tap into people’s insight for

innovation, storytelling and change.

For more, visit http://peopleslab.mslgroup.com

Page 17: People’s Insights Volume 1, Issue 33: Free Pussy Riot

For People’s Lab

solutions, [email protected]