The Power of Community: One Love Manchester

June 5, 2017 Ophelie Zalcmanis-Lai

At The Tite Report, we classify our tone as “a little cheeky, a lot of clever.”

This week, in light of the happenings in the UK over the last few days, there is no possible “cheek” that we can add into this story.

On May 22, a suicide bomber struck a Manchester arena where Ariana Grande was performing. Approximately 22 people (including children) were killed, with over 50 more injured.

Shortly after, the singer tweeted that she was “broken” and shared a long message about her thoughts on the incident.

This past Sunday, the singer held a benefit concert for those affected by the incident. With 50,000 fans and some 15 other star performers (from Mumford and Sons to Miley Cyrus to Coldplay), the star harnessed the community to overcome adversity and spread healing.

The power of community is what captured our minutes this week.

Here’s why:

Whether you’re a brand, agency or an individual, community is something that can hold tremendous power for us all.

After the events on May 22, there was widespread confusion, fear, sadness and pain. While there are no answers or words that can quell those feelings, we’re willing to bet that showing people they aren’t alone is exactly what’s needed.

Community is the thing that does just that.

It generates this feeling that makes people feel special. Feel cared for. Feel uplifted.

This happens because community spaces serve as reminders that you’re not the only one who has a particular interest or thought. You’re surrounded by like-minded people who want to support you and engage with you.  

Above all, community is that safe spot where similarities are proven to be greater and more powerful than differences.

Throughout the entire concert, this idea was fulfilled by the songs chosen for the line up:

  • Rule the World by Take That

  • Where is the Love? By the Black Eyed Peas with Ariana Grande

  • Fix You by Coldplay

  • Be Alright by Ariana Grande

And many others…

Furthermore, all the messages of love and support from the artists weren’t just limited to those in Manchester. The event was live streamed on multiple platforms including YouTube, iHeartRadio, the BBC and more. Geographic boundaries meant nothing, as the concert reached up to 14.5 million viewers at a given time.

All the millions of viewers and listeners could focus on their love of music and the message of love, unity and strength, together at the same time.

And for those who wanted to say that this community has some ulterior motives, they can sit down. Scooter Braun, Ariana Grande’s manager, got the artists to fly out at their own expense and perform for free. The proceeds from the show and its merchandise, along with additional donations ($2.6 million and counting) went straight to an emergency fund set up by the city council and British Red Cross.   

Combined with collaborations between the performers, fans singing aloud, and members of the Manchester community coming up on stage, the whole concert generated waves of happiness and healing while making a real impactful difference.

Clearly, there is power in numbers. Community proves that. Specifically, this community demonstrated that by not bowing down in fear, but instead coming together to lift one another up.

So protect it. Cherish it. Foster it. When it comes to putting purpose before profit, community is the one thing that can continuously put that purpose first and make it felt tenfold.

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?

*If you'd like to donate to the emergency fund, please visit the Red Cross online for full details. 


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