{"id":8439,"date":"2014-04-25T09:55:00","date_gmt":"2014-04-25T16:55:00","guid":{"rendered":"https:\/\/dornsife.usc.edu\/news\/stories\/powerproject\/"},"modified":"2023-04-19T11:15:48","modified_gmt":"2023-04-19T18:15:48","slug":"powerproject","status":"publish","type":"post","link":"https:\/\/dornsife.usc.edu\/news\/stories\/powerproject\/","title":{"rendered":"#PowerProject"},"content":{"rendered":"\n\n\n    \n            \n\n  \n    \n\n\n\n\n\n\n<div\n  class=\"cc--component-container cc--article-hero \"\n\n  \n  \n  \n  \n  \n  \n  >\n  <div class=\"c--component c--article-hero\"\n    \n      >\n\n    \n<div class=\"inner-wrapper\">\n  \n  \n  <div class=\"text-wrapper\">\n          <nav aria-label=\"Breadcrumb\" class=\"breadcrumbs\">\n        <ul>\n                      <li><a href=\"\/news\/stories\/\">News<\/a><\/li>\n                      <li><a href=\"\/news\/stories\/\/?category=alumni\">Alumni<\/a><\/li>\n                  <\/ul>\n      <\/nav>\n    \n              \n<div class=\"f--field f--page-title\">\n\n    \n  <h1>#PowerProject<\/h1>\n\n\n<\/div>\n    \n          <div class=\"subtitle\">\n            \n<div class=\"f--field f--description\">\n\n    \n  Recording artist and activist Akon visits USC with advocacy organization ONE to launch the #PowerProject Campaign Lab, which will use student-generated digital media campaigns to fight energy poverty in Africa.\n\n\n<\/div>\n      <\/div>\n    \n           <strong class=\"author-field\"><span >By<\/span><a href=\"mailto:communication@dornsife.usc.edu\">Laura Paisley<\/a><\/strong>\n    \n          <span class=\"post-date-field\">April 25, 2014<\/span>\n      <\/div>\n<\/div>\n\n\n  <\/div><\/div>\n\n  \n    \n\n\n\n\n\n\n<div\n  class=\"cc--component-container cc--social-share \"\n\n  \n  \n  \n  \n  \n  \n  >\n  <div class=\"c--component c--social-share\"\n    \n      >\n\n    \n  <div class=\"content-wrapper\">\n    <span class=\"a2a_kit a2a_kit_size_32 addtoany_list\" style=\"line-height: 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fill-rule=\"evenodd\" transform=\"translate(-6 -9)\"\/><\/svg>\n            <\/span>\n            <span class=\"a2a_label visually-hidden\">Email<\/span>\n          <\/a>\n                  <\/span>\n  <\/div>\n\n  <\/div><\/div>\n  \n\n  \n    \n\n\n\n\n\n\n<div\n  class=\"cc--component-container cc--rich-text \"\n\n  \n  \n  \n  \n  \n  \n  >\n  <div class=\"c--component c--rich-text\"\n    \n      >\n\n    \n      \n<div class=\"f--field f--wysiwyg\">\n\n    \n  <p>How would you cook dinner without electricity? Or get your homework done after sunset without turning on the lights? And on a more crucial level, what if your local hospital had no refrigeration for medicine or power for life-saving equipment?<\/p>\n<p>Most Americans take our electrified society for granted. But for R&amp;B and hip-hop recording artist, songwriter and record producer Akon, who was born in the United States but raised in Senegal in West Africa, a lack of energy was a way of life.<\/p>\n<p>The five-time Grammy Award nominee did his homework at night by the light of a kerosene lamp. It was a hazardous and highly flammable option, but the only one available in his rural village.<\/p>\n<p>&ldquo;Imagine giving birth or having an operation in a dark hospital with only a flashlight and no other equipment,&rdquo; he said. &ldquo;Need a vaccine? Forget it, there are no refrigerators to keep them cold. Pretty much everything you and I take for granted cannot function without power &mdash; schools, hospitals, factories, farms and businesses.&rdquo;<\/p>\n<p>Akon&rsquo;s personal experiences highlight a critical issue facing developing nations today: energy poverty. In sub-Saharan Africa, nearly 600 million individuals &mdash; 7 out of 10 &mdash; lack access to even the most basic electricity. Energy poverty hampers modern hospital services, job opportunities and the ability to get a quality education. Most would agree that reliable energy access is crucial for development and poverty reduction.<\/p>\n<p>Akon&rsquo;s commitment to this issue yielded his &ldquo;Akon Lighting Africa&rdquo; initiative, aimed at bringing power to one million African homes by the end of 2014.<\/p>\n<p>On April 23, Akon and representatives from ONE &mdash; an international advocacy organization co-founded by musician Bono that fights extreme poverty and preventable disease in Africa &mdash; launched the #PowerProject Campaign Lab at USC. The lab is an incubator for crowd-sourced digital media campaign ideas that will ultimately be used to raise awareness and drive action as part of ONE&rsquo;s official energy poverty campaign.<\/p>\n<p>The campaign was launched during Professor of International Relations and Vice Dean for Academic Programs Steven Lamy&rsquo;s &ldquo;Introductory Theory and Analysis in International Relations&rdquo; class with the help of more than 200 students.<\/p>\n<p>USC Dornsife alumnus Mike Drachkovitch, manager of marketing and external relations at ONE, spoke to students.<\/p>\n<p>&ldquo;We believe that your generation is poised to make a difference and create change, and that&rsquo;s why we&rsquo;ve targeted you and are starting in this classroom,&rdquo; said Drachkovitch, who earned his bachelor&rsquo;s degree in international relations in 2010 and fondly remembers his first class with Lamy during his freshman year.<\/p>\n<p>&nbsp;<\/p>\n<div style=\"border-width: 0px; padding-left: 40px; padding-bottom: 5px; width: 350px; padding-top: 0px;\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/sites\/7\/migration-uploads\/ONE2-1707.jpg\" alt=\"\" width=\"350\" height=\"225\"><\/p>\n<h5>A student group from Steven Lamy&rsquo;s international relations class presents their digital campaign proposal for the #PowerProject campaign. Photo courtesy of ONE.<\/h5>\n<\/div>\n<p>Student teams presented their social media campaign ideas to a panel including Akon, ONE&rsquo;s U.S. Director of Government Relations Jay Heimbach and Campus Challenge Coordinator Meredith Horowski. Following each presentation, the panel offered feedback.<\/p>\n<p>&ldquo;I&rsquo;m particularly excited to work with young, creative, innovative college students,&rdquo; Akon said. &ldquo;I am excited to usher in a new kind of Internet superstar &mdash; millennials who want to make a global impact.&rdquo;<\/p>\n<p>Student campaign ideas featured everything from video to celebrity participation, campaign T-shirts and online letter-writing tools. Many emphasized the element of mystery as a means of arousing interest and driving action via social media.<\/p>\n<p>Kaitlyn Hittelman, a sophomore international relations (global business) major, worked on a campaign focusing on relatability. Her team asks users to document via social media their own &ldquo;energy-filled moments&rdquo; to highlight little things that first-world citizens might take for granted &mdash; something as simple and joyful as using a smartphone to view a photograph of a brand-new nephew. Acknowledging your own privilege helps you to care about the circumstances of others and drives action, she said.<\/p>\n<p>&ldquo;This project really brought the issue of energy poverty to my attention and got me excited to have a hands-on opportunity to think creatively about ways that our generation can be involved,&rdquo; Hittelman said. &ldquo;In this class we&rsquo;ve learned a lot about the effects of globalization and how one of the biggest transporters of information now is social media and the Internet.<\/p>\n<p>&ldquo;If we can use these tools to benefit an entire continent, that&rsquo;s something really powerful.&rdquo;<\/p>\n<p>Jay Kolina, a junior international relations major, and his group worked on a campaign with a threefold approach to &ldquo;educate, inspire and involve.&rdquo; &nbsp;They utilized straightforward messaging, sharing facts that led directly to action items such as users signing pre-generated letters to Congress.<\/p>\n<p>Keeping in mind its targeted youth demographic, his group&rsquo;s campaign was clever and slightly edgy, with a goal to generate curiosity. One slogan: &ldquo;Turn off the Lights, Turn on the Action.&rdquo; To increase involvement, especially among social media users&rsquo; closest inner circles and friends, the campaign integrated a call for posting selfies as a vehicle for sharing the campaign&rsquo;s educational messaging.<\/p>\n<p>&ldquo;Brilliant. I loved it,&rdquo; panelist Horowski told students after their presentation. &ldquo;I think edgy resonates really well with millennials and the college demographic, so I think you guys hit the nail on the head.&rdquo;<\/p>\n<p>Kolina appreciated the opportunity to collaborate with Akon and One for this project.<\/p>\n<p>&ldquo;Social media is an incredible tool for driving change and awareness in many demographics and Akon recognizes that,&rdquo; Kolina said. &ldquo;I also think that Akon is a good judge of creativity and marketability. He was invested in each and every group&rsquo;s presentation.&rdquo;<\/p>\n<p>ONE and Akon will select the top three proposals and help further develop those ideas. The winning proposal will become the digital centerpiece of ONE&rsquo;s nationwide #PowerProject campaign this summer. #PowerProject includes an online letter-writing feature that allows people to send letters to Congress, urging senators to support a bill currently in the House that, if passed, would bring first-time energy access to more than 50 million people in sub-Saharan Africa at no cost to U.S. taxpayers.<\/p>\n<p>&nbsp;<\/p>\n<div style=\"border-width: 0px; padding-left: 40px; padding-bottom: 5px; width: 350px; padding-top: 0px;\"><img loading=\"lazy\" decoding=\"async\" src=\"\/wp-content\/uploads\/sites\/7\/migration-uploads\/ONE3-1707.jpg\" alt=\"\" width=\"350\" height=\"225\"><\/p>\n<h5>After the presentations, Akon huddles with students on the stage. Photo courtesy of ONE.<\/h5>\n<\/div>\n<p>Drachkovitch was thrilled to launch the campaign lab at his alma mater.<\/p>\n<p>&ldquo;Like ONE, USC Dornsife has a very interdisciplinary approach to solving global problems,&rdquo; he said. &ldquo;It&rsquo;s a perfect match for ONE, which relies on a vast array of skill sets and professionals to tackle extreme poverty and to launch this type of lab &mdash; which brings together entertainers, advocacy professionals and students to come up with the best next idea.&rdquo;<\/p>\n<p>Lamy said the project matched his course curriculum.<\/p>\n<p>&ldquo;As one of the analytical frameworks we use in IR, I tell students that they need to learn how to play chess in order to be an effective international relations person,&rdquo; Lamy said. &ldquo;You have to play on four chessboards simultaneously: economic, political\/military, cultural and social\/global civil society. That&rsquo;s what this class teaches them how do to.&rdquo;<\/p>\n<p>At the end of the presentations, Lamy thanked Akon and the ONE team for choosing his class to launch the campaign.<\/p>\n<p>&ldquo;At USC we say &ldquo;Fight On,&rdquo; but in this class we change it to &ldquo;Fight On For Something That Matters,&rdquo; he said.<\/p>\n<p>Before inviting everyone up on stage for selfies and a group photo, Akon left the students with an important reminder.<\/p>\n<p>&ldquo;You guys are the next leaders, next decision makers, next entrepreneurs. Your voices mean a lot.&rdquo;<\/p>\n\n\n\n<\/div>\n\n\n  <\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Recording artist and activist Akon visits USC with advocacy organization ONE to launch the #PowerProject Campaign Lab, which will use student-generated digital media campaigns to fight energy poverty in Africa.<\/p>\n","protected":false},"author":0,"featured_media":8442,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[51,24,17,15],"tags":[634,264,85,1445,182],"class_list":["post-8439","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alumni","category-social-impact","category-student","category-sustainability","tag-africa","tag-alumni","tag-international-relations","tag-social-media-campaigns","tag-steven-lamy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - 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