smart | life


Inspiration for social change can strike from anywhere


T


he sources of great advertising campaigns are vast. Inspiration can come from just about anywhere.


But for comedy to give birth to deeply impact- ful non-profit campaigns is something that’s com- pletely out of left field. Now the use of Holly-


To Market Jon Waldman


wood to attempt impact in social circles is noth- ing new. Whether it’s Alex Trebek talking about help- ing to feed African na- tions, or Jennifer Aniston encouraging the U.S. in the cheeky “Don’t Vote” campaign, the impact that celebrities can make is one that can’t be undervalued in an awareness or dona- tion drive. But to draw inspiration


from a comedic bit? Tat’s something entirely new. We never, for example, saw the creation of Te Hu- man Fund in honour of George Costanza, nor has there been a fun run for rabies after Michael Scott’s initial fundraiser. In fact, the first crossover that I can recall ever


seeing from anything to do with comedic television has come from, of all people, Jimmy Kimmel. Yes, the same comedian who helped people Win Ben Stein’s Money, and taught men across the world the proper chant before polishing off their half-drunk ale, has inspired multiple organizations with a simple sketch that has become a viral sensation. Kimmel’s ABC nightly schtick-and-interview


show has become one of the most popular of this generation – and no doubt played a part in Te Tonight Show and Te Late Show deciding it was high time to change hosts after years of unfunny moments. Kimmel’s biting comedy and connection to the


viral video world made him a sensation. He’s also become highly respected in recent years for his willingness to stand up for causes he believes in, particularly his stance on vaccination. But the real gravy in Kimmel’s work are his long-


running sketches. Like Johnny Carson before him, Kimmel has worked a number of ongoing sketches into his arsenal of late-night comedy. In the last couple years, this has included “Celebrities Read Mean Tweets,” a collage sketch of his guests read- ing hate messages directed at them on Twitter. Generally the celebs take the messages in stride,


such as Wiz Khalifa who giggled after reading one from user @Al_RamBro, who stated “Wiz Khalifa looks like a homeless woman.” Tese segments have been running for a while, and recently have spawned promos from various non-profit groups. One of the first to take on the concept was the


Canadian Safe School Network, who adopted Kim- mel’s set for the segments nearly to a T, placing stu- dents onscreen in front of a brick wall, cell in hand. Among those read off by the kids in the video:


“Allan’s voice is soo annoying it makes me wish I was deaf.” As the tweets are read, the canned laugh track fades until the last tweet is read with no one laughing. A second video popped up from Bullying.org,


this time with teens in high school settings read- ing off anonymous but real tweets, such as “u don’t know how sick you make me. U make me f***** sick to my stomach. Everytime I think of u I puke.” Again. Effective. A third commercial really struck though. Rather


than directly mimicking Kimmel’s sketch, a cam- paign had homeless citizens read negative tweets about their population. In this case, we don’t see the tweets, only the reactions – and they are pow- erful. Te campaign was created by Raising the Roof Canada, and I highly recommend checking it out on YouTube. So the lesson for this month? Never let inspira-


tion be set aside because of its origin – it may show up where you least expect it. Jon Waldman is a marketing and communica-


tions expert in Winnipeg. Follow Jon on Twitter @ jonwaldman or connect with him at jonwaldman@ shaw.ca.


16 Smart Biz


You’ve got a ticket to ride Insider tips on what is likely the biggest purchase of your trip


A number of factors can affect the cost of your ticket to paradise. Y


ou have decided what country you are going to visit – now to purchase your airline ticket. What airline to travel with, what route to take, where and if to do a


stopover along the way, when you should purchase your ticket, what city to fly in or out of – these are all questions to ask before making the big decision. Tere are a number of factors that can affect


the cost of your ticket. Te price can vary depend- ing on which of the three travel “seasons” you’re departing in: low, shoulder, or high. For example, if you are traveling to Europe and you depart in February, that would be considered low season – whereas if you left in July, that would be high season. Other factors that affect the cost of your ticket


may include the day of the week you travel on: midweek versus the weekend. Generally weekends are more expensive. Te validity of your ticket, meaning the length


of time you are staying at your destination, could also influence your ticket price. Some tickets may have a maximum validity of three or six months, or they may be valid for up to one year. If you want a flexible ticket allow- ing you to change the date after departure, it might mean that the price of the ticket could be higher than one that is totally nonrefundable with no changes allowed. Choosing an airline


Your decision on which airline to choose may be dependent


on whether they fly to the destination, if they belong to some sort of frequent flyer program, if they offer convenient connec- tions and non-stop service, and of course – the big one – price. When traveling to your destination, it may be possible to do


a “stopover” along the way. Tis would give you an additional city or country to add to your travel itinerary, or may be a way of breaking up a long flight. For example, when travelling to Australia, you could travel via Asia and do a stop in Hong Kong, or go via the South Pacific and do a stop in Fiji. When purchasing a ticket, it is important to know all of the


“rules” of your ticket. What would happen if you needed to change your ticket, either before or after departure? Are there


The Merits of Travel Heather


Malazdrewicz


fees involved? What would happen if you need to cancel the ticket: is it totally nonrefundable, or do the airlines have a cancellation fee? Tis is also important information to know as it can affect the cost of your travel insurance. Are there “extra” fees associated with the cost of


your ticket, such as advance seat selection, meals or baggage costs? One-way ticket to paradise


One-way tickets may be an option depending on


your travel plans; however, you need to make sure that the country you are visiting allows you to enter on a one-way ticket. You might be required to hold a work visa, or show proof of onward travel after a certain amount of time in the country. One-way tickets may also be used to piece to-


gether a more complex itinerary. When purchasing a “return” ticket, it is not


necessary to fly home from the same city you flew into. Te airlines use the phrase “open-jaw” to refer to this type of ticket. Tis may save you time and


money in not having to backtrack. If it’s an option for you, a Round the World ticket or RTW


ticket for short would allow you to fly completely around the world. Prices for RTW tickets are determined by the total mileage flown, the city you are departing from, and whether you are travelling in economy, business or first class. Booking an airline ticket can be a complicated process as


well as a big investment! Te merit of booking with a travel consultant would be to ensure you get the ticket that is right for you and your travel plans. Heather Malazdrewicz is the manager of Merit Travel at the


University of Manitoba. She has worked in the travel industry for 24 years, while gaining her own experience of countries all over the world. Merit Travel delivers authentic travel ex- periences to the world’s top destinations, with help from a team of passionate and dedicated travel consultants at over 25 offices across Canada. For help planning your vacation, contact Heather at HMalazdrewicz@MeritTravel.com, or call 204-269-9530 ext. 6108.


worth any cost. However, these trips can ring in over a thousand dollars, and strain your budget if no money has been put aside. Te best way to avoid


using credit cards un- necessarily, or getting behind in everyday bills, is to plan ahead. By start- ing a savings account now for next year’s sum- mer vacation, you’ll be able to enjoy your hard- earned vacation without worrying about financial woes.


Start saving for next year’s summer vacation S


ummer vacations can very well be the highl ight of your year – well


Start a savings account It’s all too easy to forget


Give yourself credit


Brian Denysuik www.smartbizwpg.com


that certain money is off- limits when it’s in a bank account that’s readi ly accessible. Instead, start a separate account that is specif ically for your vacat ion. Decide how much you can afford, or how much you want to spend on the vacation, and divide that number by the months remain- ing. Treat it like any other expense or bill, and put it away before any extras are bought each month. Finding money


If your budget is al- ready stretched tight, it may seem


hard to find that extra $100 or more to put away. If this is the case, one of two things must happen: spend less, or make more. You may find the monthly vacation amount right in your current budget by reducing grocery costs, cut- ting down luxury expenses, or even taking the bus instead of driving. Another way to finance your vaca-


tion savings is to find ways to earn that extra amount by getting a second job or selling unneeded items via garage sales or on eBay. By planning ahead, you’ll enjoy your


next summer vacation with absolutely no financial worries. Hakuna matata. Brian Denysuik is a local credit


counsellor and registered insolvency counsellor at Creditaid who has been in the financial services industry for over 30 years.


June 2015


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