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#MCRISocialWager Problem In April 2014, Murdoch Children’s Research Institute (MCRI) launched ‘Switch Off Social’, encouraging people to take a break from social media for 48 hours. MCRI want to evolve the idea to more effectively raise funds and awareness for child health research. Insight Most Australians believe they spend too much time on social media - they want to get off it, but need a good reason to do so. Idea MCRI and its team of 1500 researchers put everything on the line to reduce the gamble unhealthy children face everyday. As a symbolic gesture, we intend to gamify the break from social media to simulate this gamble. Partnering with popular telcos we will offer Australians a simple, yet irresistible wager, with all proceeds going to MCRI. Can you last 48 hours without social media? Want to put your money where your mouth is? Loser pays, everyone’s a winner! Social media usage is logged by Australian Telcos. This allows us to reach their customers with a personalised and profound message. #MCRISocialWager 1 / 2 1. Customers receive an SMS from their telco one month prior to the campaign.* 2. The hyperlink takes users to a website to connect with Facebook and begin. 3. Users place a wager with their telco at fixed tier values. Losers pay! 4. The wager is confirmed. 5. The user’s wager is published to their Facebook profile. * Value of social media time is based on MCRI’s average operational costs multiplied by telco customer’s social media usage.
