{"id":2759,"date":"2011-08-30T07:37:38","date_gmt":"2011-08-30T14:37:38","guid":{"rendered":"http:\/\/dragonflyeffect.com\/blog\/?p=2759"},"modified":"2011-08-30T11:18:11","modified_gmt":"2011-08-30T18:18:11","slug":"sharpie-brings-passion-to-permanent-markers","status":"publish","type":"post","link":"https:\/\/dragonflyeffect.com\/blog\/sharpie-brings-passion-to-permanent-markers\/","title":{"rendered":"Sharpie Brings Passion to Permanent Markers"},"content":{"rendered":"<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"525\" height=\"296\" src=\"https:\/\/www.youtube.com\/embed\/feIlvjN6fIM?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>A common question we get is about how for-profits can use lessons from the Dragonfly Effect. Whereas companies like <a href=\"https:\/\/dragonflyeffect.com\/blog\/dragonfly-in-action\/case-studies\/kiva-org\/\">Kiva.org<\/a> or\u00a0<a href=\"https:\/\/dragonflyeffect.com\/blog\/dragonfly-in-action\/case-studies\/charitywater\/\">charity:water<\/a> might have an obvious social mission, other companies have to dig a little deeper. The social mission is always there, but sometimes it takes a little creativity to uncover it.<\/p>\n<p>Case in point: Sharpie. What&#8217;s more boring than a permanent marker? Perhaps a pencil, but still, you&#8217;d be hard-pressed an object that is more static or single dimensional. Did this stop Sharpie from creating an incredible social media campaign? Of course not.<\/p>\n<p>Taking a cue from humanistic <a href=\"https:\/\/dragonflyeffect.com\/blog\/book\/design-principles\/\">design principles<\/a>, the <a href=\"http:\/\/www.sharpie.com\/enUS\/Pages\/Creations.aspx\">Sharpie campaign<\/a> was created with deep empathy for Sharpie&#8217;s most active user-base. According to <a href=\"http:\/\/www.nytimes.com\/2011\/07\/27\/business\/media\/sharpie-aims-a-new-campaign-at-teenagers.html?pagewanted=all\">The New York Times<\/a>,&#8221;The campaign is aimed at teenagers, said Sally Grimes, Sharpie\u2019s global vice president for marketing, because they &#8216;use Sharpie in the most creative, inspiring ways. Teens have always been our primary user in the past, but we talked more to moms in the past.&#8217;\u201d<\/p>\n<p>The Sharpie Campaign urges self-expression and tells the stories of everyday people who use Sharpies to do amazing things. Like <a href=\"http:\/\/www.youtube.com\/watch?v=gWjAd1so2GA&amp;feature=player_embedded\">Cheeming Boey<\/a>, who grew up on a bird farm in Malaysia. One day at a coffee shop, Boey had nothing to write on so he grabbed a white paper cup and began drawing on it with a black Sharpie. Today, his 4-cent masterpieces fill galleries.<\/p>\n<p>Buoy&#8217;s video concludes with him reflecting on the following: &#8220;The difference between a dream and reality is just doing it. So if you want to get something done or have a dream, don&#8217;t wait. Just go for it. My name is Boey, I&#8217;m an artist. What are you gonna start?&#8221;<\/p>\n<p>How&#8217;s that for a video about a pen?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A common question we get is about how for-profits can use lessons from the Dragonfly Effect. Whereas companies like Kiva.org or\u00a0charity:water might have an obvious social mission, other companies have to dig a little deeper. The social mission is always there, but sometimes it takes a little creativity to uncover it. Case in point: Sharpie. &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/dragonflyeffect.com\/blog\/sharpie-brings-passion-to-permanent-markers\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Sharpie Brings Passion to Permanent Markers&#8221;<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[48,7],"tags":[203,204,110,202,37,47],"class_list":["post-2759","post","type-post","status-publish","format-standard","hentry","category-grab-attention","category-happiness","tag-blogs","tag-creativity","tag-grab-attention-2","tag-sharpie","tag-social-media-2","tag-youtube"],"jetpack_publicize_connections":[],"jetpack_shortlink":"https:\/\/wp.me\/p2BBCq-Iv","jetpack_sharing_enabled":true,"jetpack_likes_enabled":false,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/2759","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/comments?post=2759"}],"version-history":[{"count":11,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/2759\/revisions"}],"predecessor-version":[{"id":2771,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/posts\/2759\/revisions\/2771"}],"wp:attachment":[{"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/media?parent=2759"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/categories?post=2759"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dragonflyeffect.com\/blog\/wp-json\/wp\/v2\/tags?post=2759"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}