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Terrorism franchise: The Gene Sharp Method

VenezuelaOtpor

Printed in the Bolivarian Republic of Venezuela

April, 2014

Gene Sharp is a former American military who nowadays teaches political sciences at the University of Massachusetts. He founded the Albert Einstein Institute and is the author of an essay entitled From dictatorship to democracy, which is the result of a pragmatic and political analysis of supposedly non-violent actions as a means to undermine the stability of the constituted power. The work, translated in more than 30 languages, describes methods to overthrow governments; these methods are divided into three big stages: the protest, the non-cooperation, and the intervention, which are always carried out after electoral processes. These three stages are subdivided into five stages that, as it will be seen, have been rigorously applied in Venezuela after the lack of acknowledgment from the opposition of the results obtained during the presidential elections on April 14, 2013.

1. SOFTENING (by means of 4th Generation War): development of opinion matrix focused on real o potential deficit; promotion of conflicts and dissatisfaction; promotion of uneasiness factors, mainly: shortage, criminality, citizens’ safety, dollar manipulation, lockout strikes, corruption complaints; promotion of sectarian intrigues, and unity fracture.

2. DELEGITIMISING: manipulation on anticommunist or antipopulist prejudices; propel of advertising campaigns to defend freedom of press, human rights, and public freedom; accusations of totalitarianism and single systems of values; ethical-politic fracture.

3. STREETS WARMUPS: promote of street mobilization; creation of a fighting platform that globalizes political and social demands; generalization of all kind of protests, propel of government failures and mistakes; coordination of protests, blockage, and take of public institutions (disrespect towards institutions) that turn the confrontation into radical.

4. COMBINATION OF DIFFERENT WAYS OF FIGHTING: organization of loutishes and take of emblematic institutions, with the aim to turn them into advertising platforms; development of operations of psychological war and armed actions in order to justify repressive measures and create an atmosphere of ungovernability; propel of rumors campaigns among military forces and try to demoralize the security bodies; promotion of international isolation and economic siege.

5. institutional fracture : based on street actions, take of institutions, and military uprising, the President is forced to quit. In the case of failure, the pressure on the streets is maintained and armed resistance is assumed, preparing the stage for a military intervention or a prolonged civil war.

This coup protocol has been applied several times around the world against governments that oppose Washington’s rulings with different levels of success. It is clear that in Venezuela this plan is currently in its fourth stage, the most powerful of all since it includes violence by means of armed actions and permanent provocation towards the police forces in order to promote repression.

The main protagonists of this subversive script in Venezuela are the members of a varied group of students referred to as manitas blancas (white hands), made up of youth of the extreme right wing, mainly of private universities.

The students of public universities in Venezuela, which surpass the private universities in enrolments, have had little or none participation in the violent actions, despite their traditions of fight and historical sense of their communities.

The visible heads of the movement known as manitas blancas (their hands are painted white according to the soft coup handbook) are supposedly young people (some of them older than 40 years) who have made student representation in the universities their way of living and have studied endlessly in their institutions, as are the cases of Gaby Arellano and Vilcar Fernández; these two are experts in destabilization thanks to the advices received in training sessions on the soft coup designed by Gene Sharp.

Those are the “students” that, by late January 2014, began a series of so called aggressive actions simultaneously in different regions of the country, which lead to violent actions near the universities chosen to activate the street warm-ups stage of the coup plot. The white hands had received the express order of mobilize from the right-winged leaders Leopoldo

López and María Corina Machado in a bizarre press conference that took place on January 23, and that, at that moment, was seen by distracted analysts as an untimely, politically incompressible act. “The streets must be set on fire”, Machado said to her supporters, while López urged them to keep the protest actions until Nicolás Maduro would leave the Presidency; it happened in a moment of quietness after the widely positive results for the Government during the “plebiscite” that had taken place on December 8.

Download the full document: respect_venezuela1-2

Respect Venezuela

Nicolás Maduro Moros

President of the Bolivarian Republic of Venezuela

Delcy Rodríguez

Minister of People’s Power for Communication and Information

Rolando Corao

Vice-Minister for Communication and Information

William Castillo

Vice-Minister for Television

Francisco Pérez Santana

Vice-Minister for Radio

Felipe Saldivia

Vice-Minister for Printed Media

José Miguel España

Vice-Minister for Social Networking

Part IV: 350.org’s Friends on Wall Street: The “Climate Wealth Opportunists” – Marketing a Fallacy

By Cory Morningstar

April 23, 2014

[Part I of this series, McKibben's Divestment Tour – Brought to You by Wall Street, can be found here] [Part II | Part III]

 

 ”Of all our studies, it is history that is best qualified to reward our research.” — Malcolm X

 

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Prologue:A Coup d’étatof Nature – Led by the Non-Profit Industrial Complex

It is somewhat ironic that while anti-REDD climate activists, organizations (legitimate grassroots groups do exist) and self-proclaimed environmentalists – who consider themselves progressive – speak out against the commodification of nature’s natural resources, they also simultaneously promote the divestment campaign. The irony comes from the fact that the divestment campaign will result (succeed) in a colossal injection of money shifting over to the very portfolios heavily invested, thus dependent upon, the intense commodification and privatization of Earth’s last remaining forests (via REDD), water, etc. (environmental “markets“). This tour de force will be executed with cunning precision under the guise of environmental stewardship and “internalizing negative externalities through appropriate pricing.”Thus, ironically (if in appearances only), the greatest surge in the ultimate corporate capture of Earth’s final remaining resources is being led, and will be accomplished, by the very environmentalists and environmental groups that claim to oppose such corporate domination and capture.               

Beyond shelling out billions of (tax-exempt) dollars (i.e., investments) to those most accommodating in the non-profit industrial complex, via foundations, the corporations need not lift a finger; the feat is being carried out by both the legitimate and the faux environmentalists in tandem with an unsuspecting public (a public with almost no comprehension of 1. the magnitude of our ecological crisis, 2. the root causes of the planetary crisis, or 3. the non-profit industrial complex as an instrument of hegemony).

The commodification of the commons will represent the greatest, and most cunning, coup d’état in the history of corporate dominance – a fait accompli extraordinaire of unparalleled scale, with unparalleled repercussions for humanity and all life.    

Further, it matters little whether or not the money is moved from direct investments in fossil fuel corporations to so-called “socially responsible investments.” The fact of the matter is, all corporations on the planet (thus, all investments on the planet) do and will continue to require massive amounts of energies (including fossil fuels) to continue to grow and expand ad infinitum – as required by the industrialized capitalist economic system. 

The windmills and solar panels serve as the beautiful (marketing) imagery, yet they are somewhat illusory – the veneer for the commodification of the commons that is the fundamental objective of Wall Street, the very advisers of the divestment campaign.

Thus we find ourselves unwilling to acknowledge the necessity to dismantle the industrialized capitalist economic system, choosing instead to embrace an illusion designed by corporate power.

The purpose of this investigative series is to illustrate (indeed, prove) this premise.

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Marketing a Fallacy

 

There-is-No-Alternative

It is imperative to understand that the “solutions” being proposed in response to our unparalleled planetary ecological crisis will be only those that have the ability to enhance profits or build brand value, thus increasing revenues/profits. Yet, the fallacy of such “solutions” cannot be understated. The industrialized capitalist system is dependent upon growth. Infinite growth on a finite planet is not possible – a 5-year-old child can understand this fact because it is simple common sense (i.e., he or she would not wish to keep growing forever). Growth is dependent upon destruction of the natural world and exploitation of the world’s most vulnerable people. Violence is inherently built into the system. The idea that a “green economy” under the capitalist system will somehow slow down our accelerating multiple ecological crises and climate change is a delusional fallacy of epic proportion. Ceres allows corporations to continue this delusion and constructs a paradigm that conditions a culture to believe the fallacy.

FLASHBACK | “Cause-Related Marketing”: Why Social Change and Corporate Profits Don’t Mix

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PRWatch

July 14, 2006

by Inger Stole 

In the 1980s, a new form of marketing was born: Cause-Related Marketing (CRM), a hybrid of product advertising and corporate public relations. CRM aims to link corporate identities with nonprofit organizations and good causes. As a tax-deductible expense for business, this form of brand leveraging seeks to connect with the consuming public beyond the traditional point of purchase and to form long-lasting and emotional ties with consumers. However, what might seem like a fair exchange between corporations in search of goodwill and non-profits in search of funds also raises a range of troubling social, political and ethical questions.

Architects of the Final Solution

Photo: UN Secretary-General Ban Ki-moon and other well-known personalities hold a banner outlining the Millennium Development Goals at a 2008 World Economic Forum event in Davos, Switzerland. They include former British prime minister Gordon Brown, holding fourth from left; Microsoft’s Bill Gates, holding third from right; and U2 frontman Bono, second from right.

Intercontinental Cry

March 24, 2014

by Jay Taber

In the run-up to the World Conference on Indigenous Peoples in September at UN headquarters in New York, propaganda will inundate the infosphere, lending an atmosphere of pandemonium and leaving many hopeless about the prospects for conflict resolution between indigenous nations and modern states. For a few, though, widespread hopelessness within the Indigenous Peoples Movement, the human rights movement and the environmental movement is good. For ubercapitalists like Bill Gates and their sycophants like William Jefferson Clinton, who promote the false hope of neoliberal globalization, terminating the collective ownership of indigenous nations in exchange for totalitarian corporate control of the planet’s resources is a dream coming true. As architects of the final solution, they — along with the World Bank, Ford and Rockefeller Foundations — view the UN Millenium Development Goals as a blueprint for annihilation of the world’s indigenous societies. Crushing the Indigenous Peoples Movement is a crucial step in realizing their dream.

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[Jay Thomas Taber (O’Neal) derives from the most prominent tribe in Irish history, nEoghan Ua Niall, the chief family in Northern Ireland between the 4th and the 17th centuries. Jay's ancestors were some of the last great leaders of Gaelic Ireland. His grandmother’s grandfather’s grandfather emigrated from Belfast to South Carolina in 1768. Jay is an associate scholar of the Center for World Indigenous Studies, a correspondent to Forum for Global Exchange, and a contributing editor of Fourth World Journal. Since 1994, he has served as director of Public Good Project. As a consultant, he has assisted indigenous peoples in the European Court of Human Rights and at the United Nations. Email: tbarj [at] yahoo.com Website: www.jaytaber.com]

WATCH: Our Brand Is Crisis | The Buying of Bolivia

Our Brand Is Crisis is a 2005 documentary film by Rachel Boynton on American political campaign marketing tactics by Greenberg Carville Shrum (GCS) in the 2002 Bolivian presidential election. The election saw Gonzalo Sánchez de Lozada elected President of Bolivia ahead of Evo Morales.

“For decades, U.S. strategists-for-hire have been quietly molding the opinions of voters and the messages of candidates in elections around the world. They have worked for presidential candidates on every continent (in Britain, Israel, India, Korea, South Africa, Venezuela, Brazil, to name a few…).

Without the noise of tanks or troops, these Americans have been spreading our brand of democracy from the Middle East to the middle of the South American jungle. OUR BRAND IS CRISIS is an astounding look at one of their campaigns and its earth-shattering aftermath.

With flabbergasting access to think sessions, media training and the making of smear campaigns, we watch how the consultants’ marketing strategies shape the relationship between a leader and his people. And we see a shocking example of how the all-American art of branding can affect the “spreading of democracy” overseas.”



Banning NGOs in Somalia, or, Farmers Hate Food Aid

bensozia

 March 14, 2014

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Strange story from Somalia, where Al Jazeera reporter Hamza Mohamed finds many people very happy that the anti-western fanatics of al-Shabab expelled all NGOs and ended food aid:

 

In November 2011, in a much-criticised move, al-Shabab banned foreign non-governmental organisations (NGOs) from areas it controlled, accusing some of the organisations of “illicit activities and misconduct”.

“We want our people to be free of NGOs and foreign hands. We want them to depend on each other and to stand free of outsiders,” Sheikh Abu Abdullah, the al-Shabab governor of Lower Shabelle province, told Al Jazeera.

Lower Shabelle is Somalia’s breadbasket. During the famine of 2011, which killed more than 250,000 people, the province was hit hard. Many people moved to camps for internally displaced persons in the Somali capital, Mogadishu. On the other side of the town is the farm of Abdi Haji Qarawi, a 47-year-old who is the father of 18 children. On one side of his 17-hectare sesame farm stand triangular heaps of sesame drying in the scorching mid-afternoon sun.

Before the banning of NGOs and the construction of the town’s canals, Qarawi says he was a “beggar”. “Every last week of the month we used to go to the NGOs’ office to ask for food. Sometime they will tell us there was no food. It was a shameful life.” Two years after deciding to return to farming, Qarawi is a happy man. “All my children go to school. I can afford to send them to study and I have surplus cash,” he said with a smile.

Obviously the farmers are happy about this, since for them food aid amounted to unfair competition. The UN says that main reason things are better in Somalia than in 2011 is that there has been a lot more rain:

But farmers here see the turn of their fortunes differently. The area’s newfound prosperity “is because of the NGO ban”, said Mohamed Sheikh Abdi, the chairman of the Bulo Mareer farmers union. “They always brought food to the town weeks before the harvest… They bought their food from abroad and never bought from us local farmers. They killed every incentive to farm. We were hostage to the NGOs.”

In a traditional peasant society, what happens in years of crop failure is that prices for food soar. Farmers can sometimes do quite well out of this, since whatever little they have to sell is worth a lot more. The main victims are poor townspeople and laborers who don’t have crops of their own — they are the ones in danger of starving. Now bring in a few thousand tons of UN rice, and what happens? Laborers and townspeople are happy, because they can get enough to eat, but farmers find that their paltry crops are not worth that much more, so they are worse off even if not exactly starving. Whether this is a good or bad thing depends on whether you have crops to sell.

Juba_river_downstream_Jamaame

I was not surprised that al-Shabab is opposed to food aid. Mohammed Morsi, when he was Egypt’s President, also tried limit food imports, which suggested to me that Islamic fundamentalists instinctively take the side of the farmers. Like conservatives in some other places, they admire the self-reliance and toughness of farmers and want to protect them from international agribusiness. Maybe this will work, and with protection and encouragement Somalia can become food independent. But maybe not.

The al-Jazeera story focuses on new canals built by a-Shabab that seem to be making some farmers rich. This may or may not be a good thing, depending; almost all of the world’s fresh water gets used by somebody, after all, and the canals that are such a boon to farmers in this district may cause rivers to dry up somewhere else. Hard to know without more detail.

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USAID Subversion in Latin America Not Limited to Cuba

Che-Guevara-Cuba-Drawings-On-The-Wall-Graffiti-720x1280

cepr

April 4, 2014

by Dan Beeton

A new investigation by the Associated Press into a U.S. Agency for International Development (USAID) project to create a Twitter-style social media network in Cuba has received a lot of attention this week, with the news trending on the actual Twitter for much of the day yesterday when the story broke, and eliciting comment from various members of Congress and other policy makers. The “ZunZuneo” project, which AP reports was “aimed at undermining Cuba’s communist government,” was overseen by USAID’s Office of Transition Initiatives (OTI). AP describes OTI as “a division that was created after the fall of the Soviet Union to promote U.S. interests in quickly changing political environments — without the usual red tape.” Its efforts to undermine the Cuban government are not unusual, however, considering the organization’s track record in other countries in the region.

As CEPR Co-Director Mark Weisbrot described in an interview with radio station KPFA’s “Letters and Politics” yesterday, USAID and OTI in particular have engaged in various efforts to undermine the democratically-elected governments of Venezuela, Bolivia, and Haiti, among others, and such “open societies” could be more likely to be impacted by such activities than Cuba. Declassified U.S. government documents show that USAID’s OTI in Venezuela played a central role in funding and working with groups and individuals following the short-lived 2002 coup d’etat against Hugo Chávez. A key contractor for USAID/OTI in that effort has been Development Alternatives, Inc. (DAI).

More recent State Department cables made public by Wikileaks reveal that USAID/OTI subversion in Venezuela extended into the Obama administration era (until 2010, when funded for OTI in Venezuela appears to have ended), and DAI continued to play an important role. A State Department cable from November 2006 explains the U.S. embassy’s strategy in Venezuela and how USAID/OTI “activities support [the] strategy”:

(S) In August of 2004, Ambassador outlined the country team’s 5 point strategy to guide embassy activities in Venezuela for the period 2004 ) 2006 (specifically, from the referendum to the 2006 presidential elections). The strategy’s focus is: 1) Strengthening Democratic Institutions, 2) Penetrating Chavez’ Political Base, 3) Dividing Chavismo, 4) Protecting Vital US business, and 5) Isolating Chavez internationally.

Among the ways in which USAID/OTI have supported the strategy is through the funding and training of protest groups. This August 2009 cable cites the head of USAID/OTI contractor DAI’s Venezuela office Eduardo Fernandez as saying, during 2009 protests, that all the protest organizers are DAI grantees:

¶5. (S) Fernandez told DCM Caulfield that he believed the [the Scientific, Penal and Criminal Investigations Corps'] dual objective is to obtain information regarding DAI’s grantees and to cut off their funding. Fernandez said that “the streets are hot,” referring to growing protests against Chavez’s efforts to consolidate power, and “all these people (organizing the protests) are our grantees.” Fernandez has been leading non-partisan training and grant programs since 2004 for DAI in Venezuela.”

The November 2006 cable describes an example of USAID/OTI partners in Venezuela “shut[ting] down [a] city”:

11. (S) CECAVID: This project supported an NGO working with women in the informal sectors of Barquisimeto, the 5th largest city in Venezuela. The training helped them negotiate with city government to provide better working conditions. After initially agreeing to the women’s conditions, the city government reneged and the women shut down the city for 2 days forcing the mayor to return to the bargaining table. This project is now being replicated in another area of Venezuela.

The implications for the current situation in Venezuela are obvious, unless we are to assume that such activities have ended despite the tens of millions of dollars in USAID funds designated for Venezuela, some of it going through organizations such as Freedom House, and the International Republican Institute, some of which also funded groups involved in the 2002 coup (which prominent IRI staff publicly applauded at the time).

The same November 2006 cable notes that one OTI program goal is to bolster international support for the opposition:

…DAI has brought dozens of international leaders to Venezuela, university professors, NGO members, and political leaders to participate in workshops and seminars, who then return to their countries with a better understanding of the Venezuelan reality and as stronger advocates for the Venezuelan opposition.

Many of the thousands of cables originating from the U.S. embassy in Caracas that have been made available by Wikileaks describe regular communication and coordination with prominent opposition leaders and groups. One particular favorite has been the NGO Súmate and its leader Maria Corina Machado, who has made headlines over the past two months for her role in the protest movement. The cables show that Machado historically has taken more extreme positions than some other opposition leaders, and the embassy has at least privately questioned Súmate’s strategy of discrediting Venezuela’s electoral system which in turn has contributed to opposition defeats at the polls (most notably in 2005 when an opposition boycott led to complete Chavista domination of the National Assembly). The current protests are no different; Machado and Leopoldo López launched “La Salida” campaign at the end of January with its stated goal of forcing president Nicolás Maduro from office, and vowing to “create chaos in the streets.”

USAID support for destabilization is no secret to the targeted governments. In September 2008, in the midst of a violent, racist and pro-secessionist campaign against the democratically-elected government of Evo Morales in Bolivia, Morales expelled the U.S. Ambassador, and Venezuela followed suit “in solidarity.” Bolivia would later end all USAID involvement in Bolivia after the agency refused to disclose whom it was funding in the country (Freedom of Information Act requests had been independently filed but were not answered).  The U.S. embassy in Bolivia had previously been caught asking Peace Corps volunteers and Fulbright scholars in the country to engage in espionage.

Commenting on the failed USAID/OTI ZunZuneo program in Cuba, House Oversight and Government Reform Chairman Jason Chaffetz (R-UT) commented that, “That is not what USAID should be doing[.] USAID is flying the American flag and should be recognized around the globe as an honest broker of doing good. If they start participating in covert, subversive activities, the credibility of the United States is diminished.”

But USAID’s track record of engaging in subversive activities is a long one, and U.S. credibility as an “honest broker” was lost many years ago.

Left-White Solidarity?

On the New Face of 21st Century Neo-Fascism

Counterpunch

April 02, 2014

by AJAMU BARAKA

“Those who cannot remember the past are condemned to repeat it.”

– George Santayana

Some years ago Italian anarchist Camillo Berneri suggested that while not always visible in the social practices of everyday European life, the racist foundation for European fascism was still present, safely confined to a space in the European psyche but always ready to explode in what he called a racist delirium.

Today, white workers and the middle classes in Europe and the U.S., traumatized by the new realities imposed on them by the decline of the Western imperialist project and the turn to neoliberalism, are increasingly embracing a retrograde form of white supremacist politics.

WATCH | RT: NGO Documents Plan Ukraine War

Published March 8, 2014



 

Upworthy Reveals Audience Behavior, Begins “Collaborations” With Brands, NGOs

Unilever will be first commercial brand in new program, underwriting curated content around building a brighter future for children

Digital Journal

April 1, 2014

NEW YORK, PRNewswire

WKOG admin: Aside from embracing misogyny, more recently, Unilever, with Kellogg’s, General Mills, Coca-Cola, Pepsi, Kraft, and other corporate entities  funneled big money into defeating Prop 37. Now, Unilever, one of the largest consumer products corporations in the world, is looking to  employ “effective story-telling” to help Unilever “engage with people more meaningfully” in order to “create a better future for children.” (We can assume this is the same children unwittingly being fed genetically modified “foods”). (More on Unilever here.)

It is critical to note that one of the two co-founders of Upworthy is Avaaz co-founder Eli Pariser, as well as president/chairman of MoveOn.org’s board. ["Prior to position of chair, Pariser served as the Executive Director of MoveOn.org. Pariser has worked directly with former Vice President Al Gore on drafting MoveOn-sponsored speeches and assisted in fundraising for John Kerry’s presidential campaign. In December 2003 Pariser worked with Jonathan Soros, son of George Soros, on a MoveOn.org campaign. On December 9, 2004, one month after Kerry’s defeat, Pariser declared that MoveOn had effectively taken control of the Democratic Party." Source]

220 Members of FAWU, employed by Unilever`s Food Solutions and Tea Factory divisions in Pietermaritzburg have embarked on strike on Friday, 17 January 2014 as a result of a dispute between the company and the union. – See more at: http://www.cosatu.org.za/show.php?ID=8359#sthash.mLmo2iH9.dpuf
220 Members of FAWU, employed by Unilever`s Food Solutions and Tea Factory divisions in Pietermaritzburg have embarked on strike on Friday, 17 January 2014 as a result of a dispute between the company and the union. – See more at: http://www.cosatu.org.za/show.php?ID=8359#sthash.mLmo2iH9.dpuf
220 Members of FAWU, employed by Unilever`s Food Solutions and Tea Factory divisions in Pietermaritzburg have embarked on strike on Friday, 17 January 2014 as a result of a dispute between the company and the union. – See more at: http://www.cosatu.org.za/show.php?ID=8359#sthash.mLmo2iH9.dpuf

Fergie Teams up with Unilever on Universal Children's Day

Utilizing celebrities: Effective behavioral change and indoctrination of children into corporate culture.

The average Upworthy post generates 42x as many Facebook interactions as the average post from a top 50 U.S. media site. Promoted brand content on Upworthy.com performs at 73x the average. These and other first-time insights into the highly engaged Upworthy audience will be shared later today at the Ad Age Digital Conference here. The company will also announce its initial revenue approach, and that Unilever will become the first commercial brand to join a new “Upworthy Collaborations” advertising and sponsorship program.

Upworthy lands Unilever as first brand customer #aadigital

Today, Upworthy has one of the most engaged audiences on the Web:

  • The average piece of Upworthy content drives more than 75,000 Facebook likes per post, some 12x more than BuzzFeed, according to engagement data from Newswhip.
  • In 2013, the average unique Upworthy.com visitor spent 11.44 hours with the company’s curated content. Currently, the site is registering more than 5 million “attention minutes” per day.
  • Unique monthly visitors to the site now consistently top 50 million.
  • And 78% of Americans on Facebook have either Liked Upworthy or have a friend who has.

“Billions of sharing actions take place in our network, and Upworthy consistently ranks number one across many of our social metrics, from shares-per-post to percentage of incoming traffic from social networks,” said Sachin Kamdar, CEO of Parse.ly, a provider of content analytics solutions for publishers, whose clients include Conde Nast, Fox News, Atlantic Media, and The Cheezburger Network.

“Upworthy attracts a huge community of highly influential, socially conscious citizens — people who share our goal of building a better future for children,” said Marc Mathieu, Unilever Senior Vice President, Global Marketing. “Our partnership will include work for several of our brands, and we are looking forward to seeing how effective story-telling can help us engage with people more meaningfully.”

Unilever Marketing Vice President Kathy O’Brien will join Upworthy co-founders Eli Pariser and Peter Koechley on stage at Ad Age Digital to discuss the companies’ partnership to promote the core values of Unilever’s Project Sunlight. The program aims to engage people in more sustainable behaviors that will create a better future for children. Upworthy will curate content from across the web, highlighting stories of leaders working toward a more sustainable world, and will work with Unilever agency partner Mindshare to promote the best Project Sunlight content.

“Unilever’s leadership in moving to improve child welfare and contribute to a more sustainable world made them a strong fit for this program,” said Upworthy’s Pariser. “The heart of Project Sunlight matches several of the top topics our audience voted to see more of in 2014. We look forward to working together to bring more attention to young people who are making the world more sustainable.”

First Three Types of Upworthy Collaborations

Participation in the Upworthy Collaborations program will extend to brands, nongovernmental organizations (NGOs), and foundations. It will take three initial forms:

  • Promoted Posts — Here, participants create content and pay Upworthy to present and distribute it on Upworthy.com and Upworthy social channels. Pilots of this approach in 2013 included one with Skype.
  • Sponsored Curation — Here, participants underwrite Upworthy’s curation costs on a given topic. In this category, Upworthy retains full editorial control of both the selection and presentation of the content. Pilots of this approach in 2013 included All 7 Billion with The Gates Foundation.
  • Content Consultation — Here, Upworthy will work with participants to advise on content selection, packaging, and distribution strategies with a focus on testing and optimization to draw shared insights as a relationship evolves.

The program blends these elements with additional reader-engagement tactics to build always-on content partnerships, fueled by shared learning, organic optimization, and true relationship building with the Upworthy community.

Reception to the paid-content pilots in 2013 was positive, with strong performance of the individual posts and praise from the Upworthy community for how clearly the content was marked.

Upworthy Collaborations launches amid continued strong performance from the two-year-old company:

 

  • Upworthy’s core community of subscribers now tops 7 million, comprising nearly 6 million Facebook fans, 1.6 million email subscribers, and more than 350,000 Twitter followers. All receive Upworthy.com content daily and form the core of a massive sharing community.

 

 

Upworthy brings massive amounts of attention to things that matter in the world. Every day, curators unearth and spotlight awesome, important content using a proprietary approach that combines deep social science, strong voice, and a passionate community. Co-founders Eli Pariser and Peter Koechley have raised $12 million in initial financing from a group that included prominent venture capital firm Spark Capital, the Knight Foundation, and leading individual investors such as Facebook co-founder Chris Hughes, Reddit co-founder Alexis Ohanian, and BuzzFeed co-founder John Johnson. Each month, more than 50 million people experience Upworthy content. Learn more at http://www.upworthy.com.

Logo - http://photos.prnewswire.com/prnh/20140401/AQ95317LOGO

SOURCE Upworthy

 

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