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Laura, you hit on something important here in my mind: projects that stay true to an organization's brand! Several posts have mentioned that in order to inspire businesses to work/innovate for world benefit, there must be some financial gain or incentive. A better motivational tool should be...

How can we better rally businesses around intangible incentives like emotional benefit to their brand?

Every business/brand means something within the larger social context. An "unprecented international award program" should seek to ask: What brands stand for so much more than just the transactional part of their business? How do they benefit and inspire the world in a deep and meaningful way?