On advertising and web 2.0 for knowledge management

Just received my latest UTS Alumni email newsletter.  I completed two postgraduate degrees from UTS.   I was pleasantly surprised to hear that the The Fred Hollows Foundation won the world’s best not-for-profit television advertisement at the International Fundraising Congress in the Netherlands.  Readers may recall that I did a nine month contract with The Fred Hollows Foundation before coming to AusAID earlier this year.

The full excerpt from the UTS alumni newsletter is here:

Fred Hollows’ ad voted best in the world

An advertisement featuring the late Professor Fred Hollows has been named the world’s best not-for-profit television ad at the International Fundraising Congress in the Netherlands. Heading up the advertising campaign was BA Communication (Hons) graduate Joe Boughton-Dent, The Fred Hollows Foundation’s Communications and Community Engagement Manager.

“The 90-second advertisement started out as a YouTube clip… It got a great response and was viewed over 50,000 times, so we knew people were interested in Fred and what he achieved,” says Boughton-Dent.

“People really respond to a positive message that one person can have a real impact,” he says. “This award shows that Fred Hollow’s message is as powerful today as it was when he passed away in 1993.”

The other finalists in the best not-for-profit advertising category included Action Aid, RSPCA and Operation Smile.

The award-winning Fred Hollows ad has been aired on Australian television since June this year. To view it, [visit the clip on] YouTube.”

The knowledge management take from this success is that YouTube clips can make a difference. I firmly believe that such clips are an excellent way of getting important organisational messages and information across, whether internal or external to an organisation.

There really is no excuse for organisations NOT to consider YouTube and other web 2.0 technologies as a legitimate part of the knowledge management and communication armoury. Importantly, web 2.0 technologies like YouTube and audio podcasts should be key considerations for effective knowledge and information management within an organisation’s strategic and functional  information architecture.


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