Hardboiled Magazine

Launched in December 2007, Hardboiled is a bi-monthly online publication produced and published by Yolk. Based in Singapore, this new age digital magazine seeks to inspire a social change in our environment through education and online interaction. With full Flash functions and optimizations for touch-screen, Hardboiled provides a medium for interacting with the broader social activist communities and paves the way for Creative Social Revolution.

Creative Social Revolution

Creative Social Revolution is activism reinvented. Hardboiled injects that instead of polarizing against what we, the people don't want- we identify what we do want and then direct the energy into promoting and creating them. It leverages the incredible power of the arts toward making a difference in our world.

“A lot of change is needed for us to survive through this time of crisis and thrive into the future. An activist is an agent of change. Anyone who puts their ideals and convictions into action for the greater good is an activist. There are so many different kinds of actions and activists, all valid and important. Due to the overwhelming scope of the interconnected problems and their roots in our own psyche, we must be very creative in how we perceive and respond to our current situation. In this time creativity is an imperative. We must think and act outside of the box. We must be creative in how we challenge and protest injustices. We must be creative in imagining, designing, and building a world that we want to live in. Being a creator is the opposite of passive victim or consumer. If we don't like the world as it is, well then we need to step up to the canvas and paint a better picture and inhabit it. We need to remember our power to create and use it! There is a lot of work to be done,” said Chief Editor ‘Ain Aid.

Social Marketing

“The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work.” McKinsey Quarterly, 2005, Number 2

Social marketing is the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of their society. Social marketing is concerned with the application of marketing knowledge, concepts, and techniques to enhance social as well as economic ends. It is also concerned with the analysis of the social consequences of marketing policies, decisions and activities. Social marketing results in cumulative knowledge, attitudes, opinions and behaviors.

Technology and Design

Hardboiled embraces the power of the internet to advocate altruism, social and environmental responsibility and simply shape up the global network of people who want to advance the new social activist movement of the information age. The Internet is a viral mechanism which provides the magazine, its affiliates and advertisers the means to spread their message faster, at a wider scope and lower cost. “A publication is not defined by the medium in which it is delivered. Magazines should not be equated with print. Magazines are bigger than just one medium. Until the Web 2.0, we just didn’t have a better medium. Now with Web 2.0, we do. Technology is shifting power away from the editors, the publishers, the establishments, the media elite. Now, it’s the people who are taking control,” expresses Prakash Somosundram, CEO and founder of Yolk.

Issues

Child’s Play

Hardboiled’s inaugural issue , released on 30 November 2007, discusses the problems that hundreds of millions of children across the globe are victims of each year, such as exploitation, abuse and violence. These children are abducted from their homes and schools and recruited into the army. They are trafficked into prostitution rings. They are forced into debt bondage or other forms of slavery. The consequences can be devastating. Violence and abuse can kill; more often they result in poor physical and mental health, deny a child education, or lead to homelessness, vagrancy, or a sense of hopelessness.

Child’s Play also features an exclusive interview with Incubus for the Make Yourself Foundation, and a corporate profile feature on John Wood’s Room To Read foundation.

The Environ-Mental Issue

The second issue of Hardboiled, focuses on environmental issues dominating the 21st century. “There is a growing number of people tied together not by age, career, background, or circumstance, but by a shared interest: Environmental Awareness - which has led our society to understand that population growth and industrialization dramatically impact our planet,” says ‘Ain Aid in her editor’s note. Released online on Saturday, 29th March at 2000hrs GMT +8, in conjunction with Earth Hour, Hardboiled 02 - The Environ-Mental Issue provides information, news and resources for people concerned about the environment who want to know “What can I do?” to make a difference.

The Environ-Mental Issue features cover stories on the Sea Shepherd Conservation Society, Earth Hour, A Beautiful Lie.Org, Carbon Footprint, No Impact Man, The Rainbow Power Company, reviews on The Rising (a documentary produced by the Oceanic Preservation Society) and feature film Fields of Fuel, and an exclusive interview with Switchfoot and Singapore-based band EIC.

Advertising

An online digital magazine like Hardboiled has more benefits for advertisers that a print magazine simply cannot do. As an advertiser, the advertisements will be directly linked to the corporate website for an immediate call for action or transaction.

Advertising in a digital magazine enables the advertiser to better showcase the business, products, services or even just a message, through audio, video, interactive animation, scripting and User Generated Content. TVCs can be featured in the digital magazine, allowing our affiliates and advertisers to fully maximise video production costs, without having to pay for air time. This new media technology enhances the reading experience, and takes advertising to a higher level.

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