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Pasarela 2011/2012 de filantropía y redes sociales

22 septiembre 2011 - 23:12 - Autor:

El cocinero José Andrés en el Social Good Summit. Foto: Mashable

Ayer terminó en Nueva York el Social Good Summit, un evento organizado por Mashable (magazine digital especializado en Social Media) y la Fundación de las Naciones Unidas. Cuatro días para analizar el impacto de internet, las redes y los medios sociales en la acción social y humanitaria.

Se ha hecho esta semana para coincidir con la reunión de la Asamblea General de la ONU.  “193 Presidentes hablándose al ombligo en un monumental lugar, creyendo estar en un monumental evento que en realidad resulta irrelevante”, según la definición aportada en Twitter por Andrés Schuschny, trabajador de la ONU.

La sensación, desde la distancia, es que eventos como este beben demasiado del espíritu de los desfiles de moda y los cocktails post-exposición de arte moderno. Hay más de espectáculo que de espacio de conversación, de ideas y de generación de proyectos.

Parece lógico que cuando mezclas actores, modelos, primeras damas y CEO’s en un evento para hablar del futuro de la filantropía y las redes sociales, una fina capa de superficialidad lo tienda a cubrir todo. Pero también es cierto que este es el mundo en el que vivimos, esta es la tecnología de la que disponemos y ahora debemos ser capaz de separar lo trascendente de lo irrelevante.

Por ejemplo, que Melinda Gates esté en Twitter es algo poco relevante, el mundo no va a mejorar por ello; pero que ella y su marido se hayan empeñado en acabar con enfermedades como la polio sí es trascendente.

Y, al final, Twitter, el perfil de Melinda Gates, es, simplemente, una ventana para que quizás otros tomen ejemplo. Los medios sociales, Twitter, Facebook, etc, no van a cambiar el mundo, pero sí pueden ser testigos y transmisores del cambio.

El Social Good Summit también nos ha dejado claro que algunos personajes populares están “enganchados” a la solidaridad, decididos a cambiar el mundo desde sus propias organizaciones. Por ejemplo, la actriz Geena Davis o la modelo Cristy Turlington. ¿Es esto efectivo? ¿Por qué no canalizan su inquietud altruista a través de organizaciones consolidadas? Y, claro, utilizan las redes sociales para contarlo.

Y algunas Primeras Damas y Ex-Primeras Damas han encontrado en el trabajo social y en la lucha por los más desfavorecidos su razón de ser, o, por lo menos, su razón para aparecer en público o para tener algo que decir en su perfil de Twitter.

Aquí va una selección de historias del Social Good Summit.

  • El CEO de Skype anunció que su proyecto para conectar aulas en cualquier parte del mundo aspira a ser grande, muy grande: quieren comunicar hasta un millón de clases, de forma que un profesor de California pueda intercambiar ideas, experiencias y conocimiento con uno de Irán, de Nigeria o, por qué no, de España.
  • Nuestro chef José Andrés abanderó la campaña CleanCookStoves, traducido “Estufas/Hornos Limpios”. Y aunque pudiera parecer una campaña de publicidad de un desengrasante tipo KH7, se trata de la Alianza Mundial para Estufas Limpias, un proyecto de la Fundación de Naciones Unidas que busca la “creación de un próspero mercado mundial de soluciones limpias y eficientes para la cocina doméstica”. Aportan este dato: la exposición al humo de los fogones tradicionales y los fuegos abiertos provoca 1,9 millones de muertes prematuras al año.
  • La modelo Christy Turlington tuvo la oportunidad de presentar su ONG Cada madre cuenta. También sobre madres va una iniciativa con bastante aroma de marketing de la cadena de televisión ABC y, otra vez, la Fundación de las Naciones Unidas: Million Moms Challenge.
  • Margarita Cedeño, Primera Dama de la República Dominicana, hablando de la importancia de los medios sociales en las comunidades rurales y en la ayuda a la mujer. Su despedida ha sido de lo más comentado “Siempre estaréis en mi corazón, y en mi Ipad”
  • Transparencia. La ONG Charity Water ha sido capaz de canalizar su relación con socios y donantes a través de internet y los medios sociales. En el Social Good Summit ha presentado Dollars to projects, una forma de saber dónde y cómo se está usando el dinero de sus socios.

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Durante más de 100 años la comunidad científica mantuvo un intenso debate sobre el origen y significado del altruismo hasta que en la década de 1.960, el biólogo William D.Hamilton creó una fórmula matemática que relacionaba el altruismo con el grado de parentesco entre el que da y el que recibe. Desde aquí nos proponemos poner a prueba esa ecuación al mismo tiempo que descubrimos a personas e iniciativas que luchan por sacar adelante causas sociales.

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