Can social marketing reduce stigma?

This was one of the questions I addressed in my masters thesis this past summer. Specifically, I wanted to explore how different cultural interpretations of disability would affect communication efforts to reduce stigma in developing countries. More on that later.

As I was doing research, I came across a very interesting campaign from Scotland. The tagline is “See Me,” and they have lots of interesting uses of media in their campaign. In addition to tv and radio ads, they have photography contests, polls and downloadable curriculum packs. They also have a great collection of evaluation tools.

Each TV ad has a very clear target audience in mind, whether children or adults, the ads are aimed a people who know someone affected by mental illness. Take a look:

For children-

[youtube=http://www.youtube.com/watch?v=x0G73qkwfBM]

[youtube=http://www.youtube.com/watch?v=I0ii8XiRwbc]

For adults-

(My favorite line from this one is, “Patterns change, friends don’t”)

[youtube=http://www.youtube.com/watch?v=4mR5QyML6Ds]

(This one has some great brotherly ribbing, showing how their relationship didn’t change as a result of the mental illness)

[youtube=http://www.youtube.com/watch?v=chKRsULodG0]

Its the subtleties that I appreciate most in the ads for the adults. The ones aimed at children are clear and hopefully incite some empathy and understanding….

What do you think? Do you have some examples of stigma reduction social marketing that you found particularly good. Or bad?

Using humor in video advocacy

Its no secret that using humor in your online videos is a good strategy. But sometimes its hard to figure out how to incorporate humor into issues that aren’t funny – like human rights. Its a balance that nonprofit organizations have to strike all the time.

Here is a video that made me laugh out loud – and it turned out to be from a major human rights organization!

Enjoy!

[youtube=http://www.youtube.com/watch?v=VJsTrt1hznA]

Last day to register- would this convince you?

Since today is the last day to register to vote in many states (mine included), I thought I’d highlight some communication campaigns that have tried to encourage people to register.

The overwhelming majority of these campaigns are aimed at young people. Here are a few that I found interesting – do any of these make the case? Would they compel you to register?

[youtube=http://www.youtube.com/watch?v=uPWvAmR3yTs]

Warning: The video below contains language that may be offensive to some.

[youtube=http://www.youtube.com/watch?v=-UaRXvRwhOk]

This music video from Rock the Vote obviously leans left, so it may alienate would be registrants who don’t agree on certain social issues. But it is a catchy tune….

[youtube=http://www.youtube.com/watch?v=utfNHYzag7U]

Any register to vote PSAs that you thought were interesting? effective?

(By the way, if you haven’t already, please REGISTER & VOTE!!!)

Are you misrepresented?

I love this video for several reasons-

  • It highlights the incongruity between media presentation and reality
  • It gives example of the “power of the masses”
  • It mentions online volunteering!
All of that, and its well made!
[youtube=http://www.youtube.com/watch?v=WWyJJQbFago] 

Tibet, video and Human Rights

I am a big fan of the organization, Witness, and a recent project of theirs is called the HUB. Its kind of like YouTube for human rights.  It will be interesting to see how the project goes – it has its pros and cons, but here is a good example of its use.
 
Note that the video that is imbedded on this page is actually sitting on YouTube’s servers, but the group is using Witness’s HUB because it has the functionality to lead viewers to do something to help. This is a function that YouTube has lacked for a long time. With the creation of their Nonprofit Channel, they are addressing it, but it is yet to be seen how effective it will be.
 
So, please visit this page, watch the video, then take one of the actions. This is a very important situation – these protests are the most violent in almost 20 years. The Chinese gov’t say only 16 people have died, but its more likely to be upwards of 80.
 
International concern is growing as a result of house-to-house raids, imposed curfews, numerous arrests, and increased media repression. 
 
The Chinese government has reportedly placed restrictions on international media coverage in Tibet, blocking or filtering websites like Yahoo! and YouTube and censoring the local feeds of news agencies including the BBC and CNN. However, eyewitness accounts, photos, and videos (mostly from cellphones) are making their way out — and onto the Hub.   
 
 
Three things you can do now:
1) Forward this!- help keep the spotlight on Tibet;
2) Watch the latest videos on Tibet and take action on the HUB’s Tibet action center
3) Upload or embed – if you have or see Tibet-related video, photos or audio. You can also email the HUB.
 
 
Also, let me know what you think about the HUB.
Did you take one of the actions?
Why/why not?