"What [Tom Murphy finds] most compelling about transmedia is that it involves multiple forms of media that incorporate traditional with new and social medias to create an interactive experience. NGOs could greatly benefit from this approach as a way to break the bonds of stigmatization. Trying to parse out the definition of transmedia can be a bit more confusing that needed. So, [he] will use an example of how MSF [Médecins Sans Frontières] is employing transmedia with its Urban Survivors campaign."
Via The Digital Rocking Chair