After nearly missing the flight, an unsuccessful attempt to sneak into the Emirates Lounge and the most uncomfortable taxi ride (with Cannes’ burliest taxi driver) we finally arrived at our destination. Within 24 hours the festival had started and day one did not disappoint. With so much on offer it was easy to become overwhelmed, we were like kids in a candy store, and we're not the only ones judging by the excited looks on other peoples' faces.
Our first stop was a presentation by social entrepreneur Jack Sim. We learned that one in three people do not have a safe, clean and private toilet, and the humble lavatory can be a stepping-stone to a healthier life and greater human dignity in many third world countries. The importance of clean drinking water is well known and by comparison is considered a ‘sexy’ charitable message, but what happens when it comes out the other end?
From creating World Toilet Day through to his use of humour to tackle a taboo topic, his approach to talking about shit and getting sanitation top of mind is surprisingly inspiring. And even though the anticipated high profile legal case did not eventuate when he set up his own ‘WTO’ (he was hoping legal action by the World Trade Organisation against his World Toilet Organisation would provide free PR) he has turned World Toilet Day into a global success and has received support from the likes of Bill Clinton and Matt Damon through to various Bollywood stars – and all off a zero budget.
From another more glamorous marketing world, Martha Stewart joined the Mail Online's digital media panel with Mel B and Nick Cannon later in the day. An early adopter of Twitter, Martha has clocked up over three million followers, who provide a live audience of thousands for her questions and polls. Meanwhile, for social media veteran Mel B, a bikini shot posted on social platforms can lead to a business deal in the following weeks.
Today, we’re reminded that despite toilets and celebrities being worlds apart, these and any other causes can leverage free media to make a big noise with only a small investment.
Young Lions (Marketing)
Tim Seow, RACV
Laura Bindon, Capital Dynamics