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Bring Change 2 Mind
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“1 in 6 adults and almost 1 in 10 children suffer from a diagnosable mental illness. Yet, for many, the stigma associated with the illness, can be as great a challenge as the disease itself. This is where the misconceptions stop. This is where bias comes to an end. This is where we change lives. Because this is where we Bring Change 2 Mind” (BringChange2Mind.org)
The “Bring Change 2 Mind” Campaign
Headed by Glenn Close and three mental health organizations, this campaign’s goal is to remove the negative stigma and misconceptions associated with individuals suffering from mental illness.
Directed by Ron Howard, the first PSA features Glenn Close and her sister who suffers from bipolar disorder. As people walk through Grand Central Terminal, their shirts reveal what others fail to see at first glance, their mental illness. What makes this ad effective is not the label on the person suffering from a mental illness, but the person standing next to them. For instance, one man’s shirt says “Post traumatic stress disorder,” while the shirt on the person standing next to him says, “Battle buddy.”
This ad parallels our discussion on attitudes, specifically forming and changing these attitudes. The goal of this campaign is to change the stigma linked to individuals suffering from a mental illness. Since these attitudes are primarily built around negative cognitions or beliefs, the objective of the campaign is to inform the public about mental illness, thus stimulating more positive associations with these individuals.
Disney’s Give a Day featuring James Denton
Posted by: | CommentsDisney's Give a Day featuring James DentonThe definition of social responsibility: an ethical or ideological theory that an entity whether it is a government, corporation, organization or individual has a responsibility to society at large.
Through the “Give a Day” campaign, Disney is promoting volunteerism, a socially responsible behavior that gives back to the community. A reward in the form of a free ticket to a day at the park is offered in return for only one day of service. Using the Muppets, Disney is targeting young families and children specifically, which in some cases is extremely controversial. However, I believe that Disney does it with class and in the long run, this campaign has the ability to incorporate service-learning activities in people’s everyday lives.
It has been my personal experience that “potential” volunteers are not apt to actually help out because they lack knowledge of where to help and motivation. Disney has reached out its hand to these individuals by providing consumers the proper resources to act. Consumers are being offered knowledge about volunteering and better yet, they are given a concrete and promotion-focused goal to meet: one day of service for a free ticket.
Through this campaign, people are inspired to help. Whether or not it is for a desired goal doesn’t concern me because I feel that people are being helped and the promotion is for a good cause. Who really cares if volunteers get something material out of the service exchange? It’s hard for me to consider promoting service as a negative thing. It has, however, sparked up a debate on many online forums about receiving a reward other than self-fulfillment for volunteering. Some critics claim that service in this form is not altruistic.
What critics have said:
“I think if you volunteer to get something in return your heart really isn’t into it.”
“I’d hate to see parents introduce their precious little snowflakes to community service this way…then they will expect something each time they volunteer.”
What do you think? Can socially responsible behavior be rewarded or does the reward negate the service?
AT&T Lost Dog Commercial w/ Tyler Hansbrough
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Cheers to AT&T for providing its audience with socially responsible, feel good ads that warm the heart while avoiding sex, negative stereotypes and raunchy humor. I saw this ad for the first time tonight and was touched by not only its message but also its sense of community and friendliness. In a world where we have learned to shy away from certain situations whether it be from time constraints or lack of motivation, it is amazing to see an ad that depicts such a random act of kindness.
We are introduced to a little girl who is pinning up lost dog signs in hopes of one day finding Sarah, her adorable young pup. As the ad progresses, a student on campus sees the sign, snaps a pic with his AT&T phone and forwards the text, “Can you help find this dog?” to Tyler Hansbrough. Hansbrough, obviously on North Carolina’s campus sends the message to his MANY friends. Eventually the little girl and her companion are reunited.
As human beings, we are swayed with many appeals and that’s alright. However, as aspiring professional advertisers, we must keep responsible limitations on how far we take certain appeals. Yes, sex sells. Yes, raunchy humor sells. However, changing advertising in a way that can inspire should also be present in our everyday work. Looking at the positive feedback this ad received is just amazing. I know a lot has to do with Hansbrough’s cameo, but the ad itself is effective in grabbing the attention of the audience and pulling at its heartstrings. We’re not seeing rookie NBA Hansbrough as a sex symbol or sports icon. We are introduced to him as a person.
