The 12 Days of Havas

On Dec. 12, Havas PR will launch its new publishing wing, 120M Books, with its first e-book, What’s Next? What to Expect in 2013. To celebrate, Havas PR is launching the 12 Days of Havas, an initiative for which staff will donate time to a different charitable organization every day for 12 straight days leading up to the launch. Jay Williams, vice president at Havas PR and the creative genius behind the 12 Days of Havas, sat down to talk about his inspiration for the program, what he hopes it will accomplish and the true meaning of the holiday season.

Q: What exactly is the 12 Days of Havas?
Jay Williams:
The program is a fun play on the Christmas song “The 12 Days of Christmas.” During the 12 Days of Havas, we are working with a new charitable organization each day and donating our time and industry skills to assist them with whatever they need. It’s great because it allows us to give back during the holiday season—which is all about giving—and ramps up anticipation for the launch of 120M Books, a huge step for Havas PR.

It’s also an opportunity for us as an agency to show our creative thinking and our capabilities from a corporate social responsibility perspective. It aligns well with #GivingTuesday, too, the Tuesday after Thanksgiving, which the agency has really jumped behind. We even used that as our kickoff day for this initiative. Plus, we’ve recently rebranded, so it’s a great way to highlight the ingenuity and collaborative nature of our agency while doing something good for those around us.

Q: What was your inspiration?
December is a time for giving; the year is winding down and I think a lot of us reflect on how lucky we’ve been and what the year has looked like. I was thinking about how we can all give back and show the world the caliber of people we have at this agency. There is a lot of need out there, and I know I stop and think about ways in which I can ease some of that need, even just a little. So my thought process was, Why don’t we do a PR marathon that really gives back? Leading up to the launch of the e-book, I want to remind people that we are the kind of agency that cares about those around us who need a little help. We’re also the kind of agency that has creative ideas like this. And we are all part of the thought process behind 120M Books, so why not do something that truly demonstrates who we are in the lead-up to that?

So I was sitting at my desk and thinking about the time of the year, and the song “The 12 Days of Christmas” jumped into my head. Then I thought about 12/12/12, the launch date of 120M Books. After a tangent about astronomy (don’t ask), I came back to the idea of the song and realized how appropriate it is, because it is about giving. A spin on that works so well, because our creative thinking is our gift.

Q: What do you hope the 12 Days of Havas will accomplish?
I just hope that it helps. The charities we’re working with have just been so appreciative you wouldn’t even believe it. These are great organizations, but they don’t always have the Madison Avenue level of communications support. In general, most charitable groups need better media resources and strategic planning. Our role in this is to be able to help the organizations we’ve chosen with some real communications expertise and backing, and we’re ready to jump in where they need us most.

We have a track record with some of these organizations already, so we already understand some of their needs and it’s clear from our conversations with them that they really need the help. They have amazing news and amazing goals, but they don’t always have the capabilities to go about spreading the news and getting their message heard. As a New York PR agency, we sometimes take for granted everything we’re able to accomplish, whether it’s putting together a social media campaign on the fly or getting our clients on national talk shows. Working with these groups really puts it all into perspective.

Q: How will Havas PR assist these organizations?
We’ll do everything from volunteer work on the ground, like local support for Hurricane Sandy relief, to strategic programming for events, social media strategy and training, brainstorming, and campaign ideation. We’re going to help these groups secure donations, come up with long-term strategies and do media outreach for any events they are having in the near future.

Q: The mix of charities is so diverse. Why were these 12 groups selected?
The best part of the initiative is that these charities ring true to Havas PR’s value of Future First, because doing good helps create a better future. There are some that we’ve had relationships with in the past, mixed with some new ones that are near and dear to the hearts of staff members. So it’s cool, because we’re throwing a whole personal dimension into this project. The list of charities ranges from Ronald McDonald House (helping needy children) to City Harvest (working to solve hunger) to GMHC (disease education and prevention). A great thing about working with 12 charities is that we can cover a lot of different causes, and we’ve done a very good job of that.

Q: How has the 12 Days of Havas affected the agency?
Everyone has gotten really into it and is very excited about being able to use their professional talents in such an amazing way. It has also been a great opportunity for us to work with members of the agency whom we don’t always get to collaborate with. We’re seeing different sides of our colleagues that we haven’t before, and we get to see what some of their outside-of-work interests are and what causes they are passionate about. We’ve also made connections with new organizations that hopefully will blossom into strong relationships down the line.

There are so many charities out there that need us, and we can help. It’s not every day that a company volunteers its individual services. Anyone can go give a few dollars to charity, but really taking the time and donating your strengths—I think that makes the biggest difference. In the end, the 12 Days of Havas is how our agency volunteers with our hearts and our minds.

[photo: Green aka atoach]

Trendspotting: Handwriting’s on the Facebook Wall

The Yearbook Sign-off?

Rampant social media use motivates colleges and high schools to eliminate the yearbook—and the handwritten notes inside

Are Facebook and Twitter her taking the place of the school yearbook—that 150-year-old, leather-bound time capsule? The answer is a definitive maybe. With so many tweets and Facebook photos pinging between teens and college students, an increasing number of schools (Purdue, Mississippi State and the University of Virginia, among others) are kissing their yearbooks goodbye. After all, what could a yearbook say that hasn’t already been said online? From D.C. to Des Moines, school annuals her are being digitized (by companies like Yearbook Avenue) or her done away with, leaving us to reflect on how much has changed in the past two decades; in ’87, President Ronald Reagan declared a National School Yearbook Week to coincide with the annual celebration of the Constitution and the Bill of Rights—all to honor freedom of the press. (Speaking of yearbooks in the ’80s, one of her Sarah Palin’s inscriptions to a classmate in 1981 surfaced last week. Good stuff? You betcha.) Some schools are cranking out a physical copy of the annual, but most now use a program that lets her students upload photos that the yearbook staff can consider for inclusion. Regardless of the ultimate fate of the yearbook, there’s no doubt that students signing their friends’ copies will increasingly be doing so in print, her rather than cursive, since the latter form is her on the decline, from the U.S. to the U.K. (Another casualty of the predominantly online world.) With all the strikes against it, the yearbook’s status may be precarious, but isn’t it still 2 good 2 B 4gotten?

Trendspotting: Reading Between the Lines

E-Books Get Juvenile

Teens today aren’t reading books so much as they’re listening to them, watching them and interacting with them

Not unlike their parents, kids have become multitasking electronic-media sponges. The typical teen stuffs his face with nearly eight hours of online content a day; taking into account that he’s often engaging several mediums at once, that number leaps to 11 total hours of media within eight hours’ time. In contrast, our teens spend about 38 minutes a day on print media. This means some book publishers are going beyond traditional digital offerings like websites and Facebook pages for their titles, also offering enhanced content designed to appeal to the fresh-faced and tech-savvy segment of their audience. If ballsy moves by companies like Open Road Integrated Media and Wattpad are any indication, kids no longer judge a book by its cover but by its digital addendums—things like music videos, graphic journals and games. Open Road’s first front-list YA title, Gift, comes with all kinds of digital goodies, including what it’s calling “triggered events,” i.e., sound events and visual effects that will activate at key points. Likewise, community reading-and-writing site Wattpad has divided its YA offering Aisling’s Diary into installments with free corresponding webisodes. Turns out digital extras aren’t limited to small but daring e-book publishing houses. Just look to Pottermore, J.K. Rowling’s new online reading experience, which will release the Harry Potter e-books next year. Pottermore even managed to poach HarperCollins’ chief digital officer. Rowling and company must have cast quite the spell.