The Challenge

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How might we increase the number of registered bone marrow donors to help save more lives? read the brief

Contribution

Bottom-Up Cultural Approach

Sustainable change starts at the bottom. Moving an issue into the realm of "permanently-important" requires the building of new cultural values done in the only way cultures are created: from the bottom up.
In organizational design and the implementation of strategic management, bottom-up cultural change is considered to be the most effective approach to creating sustainable rewards. While much of this theory has grown out of business studies, the concept holds true to virtually all forms of societal-level problems. Individual solutions will initially be necessary to raise the number of marrow donors. Sustaining these gains will require the creation of cultural value via entrepreneurial processes aimed at exciting and mobilizing young people, particularly college students.



There are numerous examples of bottom-up cultural change being implemented with tremendous results. One "Change" campaign in particular (aimed at young voters to simply rally around a desire for change and a culture that valued change) caused the 2008 Presidential elections to have the second highest youth voter turnout ever in American elections (the highest being 1972, or the first year 18 year olds could vote). Also, climate change activists are largely abandoning the slow, uncooperative top-down and policy-making approach to reduce global carbon emissions in favor of a grass-roots approach. For this reason, entrepreneurs and activists are generating remarkable new ideas everyday in a manner that could not come from a top-down policy approach.





http://www.imd.org/research/challenges/TC051-08.cfm

http://www.triplepundit.com/2010/11/bottom-approach-fight-climate-change-world-climate-summit/

http://www.tucsonsentinel.com/opinion/report/121310_climate_change

http://change.gov/content/home

http://thetartan.org/2008/11/10/news/elections
Mission #4 Inspire Us

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