|By Business Wire||
|August 9, 2013 11:15 AM EDT||
TakePart.com, Participant Media’s digital network, has launched the TakePart Action Platform (TAP), a suite of proprietary and customizable tools that connect digital content to social action. TAP powers dynamic content-to-action matching, and also provides a set of distributable TakeAction Widgets that allow publishers, brands and nonprofit organizations to marry their content to social responsibility initiatives anywhere on the web. The announcement was made today by Participant Digital Media SVP, Karina Kogan.
The TakePart Action Platform scans the content of a web page for meaning, and then programmatically matches it to relevant actions users can take from TakePart’s growing database of social actions. For example, an article about the devastation by the Oklahoma tornado would display various ways users can help with disaster relief. Currently the platform offers pledges, petitions, letters of support and opportunities to learn more, and will soon roll out donations and sign-ups for volunteering. Users can promote the actions they take via social media and keep track of their impact over time.
Research conducted by TakePart shows that cause-minded consumers (approx. 54% of the U.S. adult population) have a desire to take an action when they learn about an issue. More importantly, the company learned that eighty-four percent of these consumers wish they could do more than they are doing today, 69% wish it were easier to get involved, and 54% feel they are missing out on opportunities to help out.
Kogan said, “The research indicates that there is an unmet need to connect people to more opportunities to act, and in a way that is timely, easy, and at the point of engagement with a piece of content like news or a compelling feature article. As a result, we built the TakePart Action Platform to allow content creators from major publishers to small blogs to simply connect their content to action through a distributed set of features that are as easy to install as a Facebook Like Button.”
Two different versions of the Platform’s TakeAction Widgets are available for distribution. One is a small button (similar to a Facebook “Like”) which, when clicked, launches a popup that offers a selection of three relevant actions. The second format is an expandable banner that is embedded in the body of an article and that, when clicked, opens to display a form users can sign, such as an online petition. Additionally, TAP will be leveraged on Participant’s new TV network Pivot via pivot.tv and on-air, including on “TakePart Live,” the network’s nightly topical news show. Throughout relevant moments in the network’s programming, Pivot will offer viewers opportunities to learn more or take action on key issues via TAP’s database of causes. TAP will also be integrated into all of Participant’s film social action campaigns including the upcoming release of “The Fifth Estate.”
All actions hosted by TakePart are created in partnership with Participant Media’s Social Action Network. To date, the company has worked with over 600 non-profits with a collective reach over 75 million people.
TakePart.com, the digital network of Participant Media, is a leading source of socially relevant news, opinion, entertainment and information about ways to get involved with the issues that shape our lives. Participant’s philosophy that “a story well told can change the world” is the driving force behind TakePart’s mission: to inspire and accelerate social change by connecting compelling content to action.
About Participant Media
Participant is a global entertainment company founded in 2004 by Jeff Skoll to focus on feature film, television, publishing and digital content that inspires social change. Participant's more than 40 films include GOOD NIGHT, AND GOOD LUCK, SYRIANA, AN INCONVENIENT TRUTH, FOOD, INC., WAITING FOR ‘SUPERMAN’, THE HELP, CONTAGION and LINCOLN. Through its films, social action campaigns, digital network TakePart.com and Pivot, its new television network for Millennials, Participant seeks to entertain, encourage and empower every individual to take action.