Groundswell

Positioning statement

people. change. future.

Groundswell addresses the need for people to come to the understanding that the future of the planet will be shaped by our actions right now

Behavioural change is actually necessary to realise this And that change is possible

Commercial-In-Confidence©2011 Under The Sun Media Pty Limited.

All Rights Reserved.

Groundswell is a multi-platform project that uses a feature length documentary to inspire people to create necessary planetary change

“We have a problem, a Very Big Problem, because we have already passed the limits of the planet’s capacity to support our economy.”

Paul Gilding, ‘The Great Disruption’

“Right now over 70 percent of the world population is convinced that something serious has to be done about

the dangers facing the planet.”

Paul H Ray and Sherry Ruth Anderson, ‘Cultural Creatives’

o The ecological system that supports human society has hit its limit

o Infinite growth is no longer possible

o It’s the beginning of a change of economic and social eras

o Big business and government have a vested interest in maintaining the status quo

The Situation

The Film: The Transmodernist (working title)

Demand for change is sweeping the world in a series of dramatic economic and social events – now Dr Paul Ray, the man who predicted it all, stakes his life’s work on bringing about a change of eras…

The Transmodernist is a transformational documentary, which presents the very latest research from independent global experts.

Groundswell will position itself as the Trusted Advisor:

o Valido Transparento Authentic

It combines factual and drama in popular entertainment media.

It is non-threatening, engaging and entertaining for the audience.

Key independent global academic experts and thought leaders have committed to the project.

The initial and core audience in the Groundswell distribution campaign is identified as the 'Cultural Creatives’.

The Audience

*Source: Mobium Group – Living LOHAS© 3 – Consumer Trends report – Australia – 2010.

It is a proven fact that over 100 million LOHAS consumers in the developed world are actively seeking a more sustainable and ethical lifestyle.* The market for these products and services is currently worth over $US500 billion.*

The term Lifestyles of Health and Sustainability (Acronym: LOHAS) describes individuals that fit this profile, and the market for the goods, services and media they seek. Their values reflect in their purchasing choices.

This is a sub-culture that makes up 35% of the American adult population. It is a measurable fact that around 25% of people in the developed world seek a sustainable way of living.

LOHAS LeaningStrong to moderate values | Positioned for further involvement | Our target audience

LOHAS Leaders Extremely strong and deep values | Strong levels of participation | These are our advocates

LOHAS LearnersRecent awareness | Yet to participate deeply | Our large potential mainstream audience

The Audience

Source: Mobium Group – Living LOHAS© 3 – Consumer Trends report – Australia – 2010.

Initially, Groundswell will appeal to the values of an EXISTING AUDIENCE (Leaders + top 50% Leaning = 30% of adults) seeking out validated and transparent information. They like authentic facts, dislike spin and hype, but still have a desire to be entertained. They will relate individually and become advocates.

The second level of release will penetrate to an EMERGING AUDIENCE (bottom 50% Leaning + Learners = 63% of adults) that have recent awareness and a values profile less aligned than the existing audience. Yet to participate deeply in making change, they stand as a large potential.

Campaign Approach to Release

Through using feature film, Facebook, Twitter, mobile applications and web site we encourage our audience to look at their own social and economic practices, seek out better ways of living on the planet, and connect with other people in doing this.

Content Delivery

The film is promoted (before release) and sustained (after release) through a digital media strategy, which has a chief goal of driving users to join the Groundswell Facebook group and the web site.

The web site is a welcoming environment that delivers information and encourages discussion around Groundswell.

The Facebook group encourages people to share stories about changes they are making in their lives to help the planet.

The digital media strategy will be an audience driver to the feature.

The Transmodernist will be positioned with major broadcasters and film festivals around the world.

Elements of the material shot for the feature will be used in the creation of a documentary series and/or one-off for broadcast after the feature release. Content can be delivered for television broadcast, website and digital media, in-flight entertainment, DVD, VOD and non-theatrical.

Broadcast Opportunities

Groundswell offers people pride and fulfilment in being part of a community working towards positive outcomes for the planet and future generations.

It is non-threatening, engaging and entertaining for the audience.

Groundswell = Trusted Advisor.

Groundswell combines factual and drama in popular entertainment media.

The Benefit

It plots outcomes and provides tools for connectivity and innovation.

It is of planetary relevance.

Groundswell

Positioning statement

people. change. future.

Groundswell addresses the need for people to come to the understanding that the future of the planet will be shaped by our actions right now

Behavioural change is actually necessary to realise this And that change is possible

Commercial-In-Confidence©2011 Under The Sun Media Pty Limited.

All Rights Reserved.