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How to: 6 Steps to Leveraging Pop Culture for Social Good

Andrei Najjar | GOOD Magazine

SocialChange

Wouldn’t it be great if every campaign for social good attracted the level of feverish media buzz typically reserved for celebrity news and “must have” fashion items? What if all of the people who’ve tried out for American Idol were equally motivated to volunteer their time to a cause? Marketing expert Andrei Najjar believes in a near-future where such things are possible. He’s built a significant name for his company, Atelier Collective, by crafting relevant social movements and campaigns that leverage what’s cool to do what’s good. He shared some tips for how to tap into pop culture to drive an effective campaign for social change…


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About the Author:
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GOOD is the integrated media platform for people who want to live well and do good. We are a company and community for the people, businesses, and NGOs moving the world forward. GOOD’s mission is to provide content, experiences, and utilities to serve this community.

GOOD currently produces a website, videos, live events, and a print magazine. Launched in September 2006, the company has garnered praise for its unique editorial perspective and fresh visual aesthetic and is quickly positioning itself as a significant new voice in our culture.