Category Archives: Social Change Communications

That “other disease” isn’t as sexy…

MDG #6 Logo- Fight HIV and other disseasesIts one of the world’s biggest killers, but it continues to be one of the most neglected diseases. Tuberculosis. It kills more people than AIDS, even though we’ve have the treatment for almost 40 years.

The sixth Millennium Development Goal is “Combat HIV/AIDS, Malaria, and other diseases.” We all know about HIV/AIDS. Amazing work has been done in the field of treatment, advocacy, education and human rights within the sphere of AIDS. Billions of dollars have been spent, rightly so, on combating the world epidemic.

But for all the attention and money that has been spent on HIV and AIDS, “other diseases” including TB have been largely ignored.

Craig David and Lee Reichman speak about TB

"If I can use my celebrity to bring awareness to TB, that's good. Its important" - Craig David

And at the UN Foundation/Mashable Digital Media Lounge, UN Goodwill Ambassador and musician Craig David threw his celebrity behind the cause. He was joined by Lucy Chesire, a TB/HIV survivor from Kenya and Lee Reichman, a leading academic in the field.

Closeup of Craig David, speaking about TBThe panel focused on two overarching problems that keep TB in the dark, so to speak: Ignorance and Stigma. Most people in industrialized nations don’t realize TB is still around. And those that do have it are afraid to self-report.

The lack of public interest results in a lack of funding, too. When asked if the profile of TB discouraged drug companies from developing better drugs, Lee Reichman answered, “Yes, yes and YES! Its a non sexy disease. People don’t care about it. Drug companies have to compete for profits…” As a result, there is an increased need for public-private partnerships, in order to get the drugs and treatments that we need.

TB Survivor speak about her experiences

"At the end of the day we are all connected by the air we breathe. And its in the air that TB can spread." - Lucy Chesire, TB survivor and activist

I’ve studied stigma reduction campaigns and have noted that  advocates for many health issues (AIDS, leprosy, some disabilities) have been able to shift the discourse from a medical model to a human rights model. There certainly seems to be some of that shift evident in TB strategies – Ms. Chesire mentioned participatory programs in her own country, Kenya, and the focus on empowering people with TB. I’m wondering what kind of networked advocacy efforts are in place with (for example) immigrant rights groups… I’ll be looking into this further. Any comments or case studies are welcome!

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Media, Mexico, and tools for development

As people from around the world meet in New York to discuss the goals and how to reach them, we can’t forget the importance of media.

Of all the 8 goals, on 6.3 makes any reference to knowledge (Proportion of population aged 15-24 years with comprehensive correct knowledge of HIV/AIDS). Media and communications certainly play a huge role in achieving this important indicator.

But media plays other, very vital roles in a region, especially in democratic systems. Disappointing news out of Mexico over the weekend highlights the need and importance of a free and developed media system.

Mexican flag, depicted with a spray of bullets and a slain eagleMexico is one of the world’s most dangerous places to be a journalist, and editors at El Diario de Juarez seem to have given up.

On Sunday’s front page of this prominent Mexican daily, is the headline, “What do you want from us?” The headline is directed at the regions active and deadly drug cartels, who have killed the second journalist from that newspaper in a s many years. El Diario is just the latest newspaper to bow to violent pressure from the cartels. Further evidence, according to some, that the Mexican government has no control.

According to the Committee to Protect Journalists, more than 30 journalists or members of the media have either been killed or have disappeared since December 2006. CPJ contributors Carlos Lauria and Mike O’Connor wrote a special report earlier this month. You can also see what its like to be a crime reporter in Juarez in this short video, Silence or Death (Spanish with English subtitles):

Silencio o Muerte from Dana Chivvis on Vimeo.

Media, culture and Azerbaijan

This afternoon I attended a brown bag lunch lecture at the World Bank on mobile technology and access to information. It was put on by Intermedia, an organization here in Washington DC that does amazing work on media research. (If you haven’t yet, you have to check out Audiencescapes).

There were at least half a million things I want to blog about in this presentation, so I’m sure you’ll see this referenced quite a bit in the coming days/weeks.

Although the presentation was about the increase of mobile technology and how it might be more integrated into various projects, the speaker, Dr. Gerry Power cautioned us not to forget about radio. In Africa, in particular, radio is still a major source of information, and to ignore it would be foolish. Mobile may be the fun thing to talk about now, but convergence is a more realistic solution.

But when I think of convergence, I think of old stodgey journalists finally learning how to blog. I guess I’ve been seeing it from the print/broadcast practitioner side of things. As opposed to the mobile producer side of things. But convergence, as Dr. Power’s hinted at, is more than that – its the sharing of content. Not only for the broadcaster’s sake, but for the mobile practioner’s sake, too.

A good example of this can be found in Azerbaijan and Armenia. State-owned media in both countries make it pretty hard to get any peace/reconciliation programming broadcast. So pieces that are originally created for television are instead getting audiences online.

Onni Krikorian, blogger for Global Voices, has been writing a lot lately about various media projects aimed at improving relations between Azerbaijan and Armenia. He does an excellent job describing the projects and the media pieces themselves, so I’ll just post his links here. These are highly produced pieces that aren’t being broadcast via television, as intended, but instead are making it into homes via the internet and mobile.

Armenia-Azerbaijan: Dialogue through Film

More Dialogue through Film (one of my favorites is on this one- check out the film called Download)

and Backseat musical musings….and ethnic conflict

And of course, because its on Global Voices, the conversation going on after these posts are equally interesting.

There seems to be a lot of activity in media for change in the region. The very reason I became interested in Azerbaijan was because of a job posting for a media and social change project in Baku. (It made me realize how much I don’t know about the region!)

Its definitely a region I’ll keep watching…

Glenn Close sets back Disability Rights 50 Years

Glenn Close has won an Emmy, a Golden Globe, a Tony, and has been nominated for an Oscar, but she still can’t seem to get a simple PSA right. She and her sister Jessie, who has bi-polar disorder, have recently launched a new campaign to reduce the stigma associated with mental illness- but are they doing more harm than good?

The main PSA for “Bring Change 2 Mind,” does anything but. It shows a crowded train station with hundreds of people milling through, with a few in white t-shirts. These t-shirts have titles and labels on them – such as from sister, better half, to schizophrenia to bi-polar. The purpose, I’m assuming, is to put a face to the diagnosis…

But, I have a real problem with this set up. You have PEOPLE wearing labels – isn’t that what disability rights activists have been fighting for years to overcome? When these individuals walk through the train station, we don’t see them as people, we see them as diagnoses. I don’t know Glenn Close’s sister’s name, but I know what her mental illness is…

When did we stop trying to put the person first???

And what about the people who are walking with the diagnosed? Their shirts have roles written on them- sister, battle buddy, better half. But the schizophrenics, depressed, and bi-polar  are sisters, brothers, better halves, battle buddies…..are they not?

How does this video show us that people with mental illness are real people too?

It’s doesn’t.

We are not learning anything about them as people, about their lives, their daily struggles… just their diagnosis. And in my opinion, that’s damaging.

Contrast that with a stigma reduction campaign I reviewed just a few days ago from Scotland, whose tagline is “See Me” (as in, not my diagnosis). In this campaign, the PSAs share the commonality of the experiences of the people with mental illness, AND show how the people who care for them helped them out:

At no point is anyone labeled. Instead, their situation is described, concrete things to do are suggested, and in the end mental illness doesn’t seem like something we need to freak out about! It doesn’t need to show famous people donning “I’m With Stupid” t-shirts.

The only redeeming factor of the “Bring Change 2 Mind” video is that at the end of the piece, the t-shirts fade to colors, and they meld into the crowd. This is a nice touch, but only goes to undo the damage that has already been done. We haven’t gained any ground.

The more I think about it, the more I hate this campaign. The tag  line is “Change a mind about mental illness, and you can change a life.”

But how, Glenn? How do we change a mind? By wearing diagnosis t-shirts?

This campaign gives us nothing but a famous person, revealing the “skeletons in her closet,” set to a John Mayer soundtrack.

(The press that the campaign is getting is equally sickening…..but I’ll save that for part deux, tomorrow)

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-

For adults-

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

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

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?

Got Water?

Bottle of Beau Pal water

Bottle of B'eau Pal water

Its summertime in Washington, DC, and although it has been a comparatively mild summer, it is still hot and humid enough to make you want to jump in the pool, or have a tall glass of crisp, cold water.

How about the latest in boutique bottled water, B’eau Pal?

Unlike other high end aqua refreshment, it’s source is not some glacial mountain in the Alps, or natural spring in the Adirondacks. No, this water comes straight to us from India.

Bhopal, India, to be exact. Site of the world’s largest industrial accident.

The B’eau Pal campaign is the latest from The Bhopal Medial Appeal and The Yes Men, in an effort to raise awareness about the incident and put further pressure on Dow Chemical to be held accountable.

The launch of this campaign coincides with the 25th anniversary of the accident, which has killed 20,000, and continues to kill at least one person a day.

The campaign features a beautiful red label and even includes a nutrition label, which indicates the drink has:

The campaign is clever, but not designed for mass distribution. Rather, the Yes Men had hoped to present the bottles to Dow Chemical executives earlier this month. However, word got out, and protesters found the Dow building completely empty. Had there been some kind of confrontation, perhaps there would have been more press, and consequently more awareness.

Unfortunately, all that’s left is a pretty bottle of poisoned water.

While I like the idea for the campaign, I can’t help feel like it is just there to make US feel better. Sure its witty. If the Dow folks had been there, we could really smirk. And hopefully the coverage would have raised some awareness and possible generated some funds.

But was there really hope that the campaign would change Dow’s mind about taking responsibility?

I’d like to know how the campaign measures success in this case? What’s the return on investment here?

AARP catches the youth, hope train

Osocio is one of my favorite blogs to follow- they always have great examples of social marketing campaigns from around the world.

This one, is from AARP- The American Association of Retired Persons, and its a product of their “U@50” video contest. (Getting young people to think about retirement is a tall order! Kudos to AARP for their Youtube contest. You can see the winners here.)

The play on words is great, and evidentally its based on an Argentinian election campaign ad by Lopez Murphy. He didn’t win, but his ad won the Silver Lion at the Cannes Lion Contest in 2006! (small consolation, I’m sure)

Don’t let your work hide on a shelf!

Messy Bookshelf

Last semester I took a course on children in international development. It was an amazing overview of some of the particular development issues that hit children – child labor, trafficking, education in crisis, early marriage, HIV/AIDS to name a few.

The final project for the course was a case study and we were partnered up with others with similar interests. My partner and I decided to focus on interventions that are in place for young disabled Iraqi refugees in Jordan.

Not only did we have to turn in a paper, we also had to present our research to the class. So, rather than bore everyone with another power point, we decided to create a website.

But not only did this give us a different way to present, it also creates a ‘living document’ so to speak. It makes the information available to others, provides resources, and gives us a way to keep our work from hiding on a shelf somewhere. Because, really, what good is it going to do there?

So check it out! We incorporated videos, photos and all kinds of links!

Feedback is welcome!!

http://www.rwdjordan.wordpress.com

Photo: Home and Garden Webshots

What Law and Order taught me about fake purses

Was it just another dead end lead, or a teaching moment?

Law and Order must be longest running TV series on the planet. And it always finds obscure, or not-so-obscure, cases in real life in which to base its plots. Last night, I’m sure was no exception.

But what struck me about last night’s episode, was one of the dead end leads that the detectives followed, briefly, in the hunt for the elusive murderer

The victim had come to New York on a bus tour, from upstate. Most of the people on the tour bus went shopping in Chinatown, to purchase fake goods- purses, bags, watches, etc. And the tour bus operator had recommended a certain shop ( a different one than he usually recommends). And for a brief moment the detectives thought the murder was in retaliation for the switch.

It turns out it had nothing to do with shopping in Chinatown.

But in the course of the investigation, the writers took the opportunity to slip in a little fact about these counterfeit goods.

Sweatshops.

When I think of the fake stuff, I think of Intellectual Property Rights issues, not really child labor. When I think of sweatshops (whether children or adult laborers), I think of Wal-Mart, Kathy Lee Gifford, chocolate, or Persian rugs. For some reason, I don’t associate the counterfeit goods with sweatshops.

Maybe I haven’t been paying attention. Maybe its an aspect of the illegal trade that hasn’t been promoted enough.

Either way, there are 2 good reasons NOT to buy fake.

So to the “two separate yet equally important groups: the police, who investigate crime, and the district attorneys, who prosecute the offenders,” thank you for the info!

Looking for bargains this Cyber Monday?

Cyber Monday marks the unofficial start of the online holiday shopping season… something akin to Black Friday for the brick and mortar stores.

There are deals and steals and bargains galore. Free shipping, 20, 30, 40% off, buy one, get one free…. you name it, you can find it online.

But don’t forget the nonprofits! Giving online is just as easy, fast, and much more rewarding as shopping online. And, there are bargains to be found, too.

For example, Google is providing fee-free processing for online donations for Pearls of Africa, which serves children with disabilities and their families throughout Africa.That means 100% of your tax deductible donation goes straight to the charity!

Now, THAT’s a deal!

To make a donation, please visit POA’s Donation page!

Thanks!