One of the highlights from Cannes is the Wildfire stories.
You can watch the full presentation of  Wildfire – Stories in full here presented by Contagious and Leo Burnett.

This year’s focus was on stories with a strong talkability factor to faster spread the word.
This is definitely where marketing communications needs to head.

Social Media has brought content creation tools to consumers, allowing an efficient means f­or organ­i­zi­n­g, f­aci­l­i­tati­n­g ou­treach, en­cou­ragi­n­g di­al­ogu­e an­d rai­si­n­g m­on­ey­.
This video describes how social media is being used in Lebanon for “di­gi­tal­ acti­v­i­sm­”.

Successful cause initiatives such as Kiva (Microfinance),  myC4 (Microfinance & Mentoring), Build An African School (Financing new schools in Africa) and MobileMovement (Microfinance using mobiles) all understand that the social media landscape provide consumers the means to more deeply engage with the cause, and in doing that these initiatives are reaping the benefits of communal support.