Nedra is a social marketing consultant, author and speaker who works with nonprofits and government agencies for positive health and social change using social media, transmedia storytelling and entertainment education approaches at Weinreich Communications.Want to work together or book Nedra as a speaker?
How will consumers find and act upon health information? How will professionals incorporate the latest scientific advances into their practice? How will healthcare institutions respond to increasing demands for transparency? How will the entire healthcare delivery and financing system be transformed by grassroots action?The purpose of the Manifesto is perhaps best summed up here:
This Manifesto proposes principles under which open media could become a force of positive change in public health and healthcare system. It steers clear of issues that may favor any stakeholder group over another, aside from promoting greater empowerment of individual healthcare consumers and professionals. The goal of this effort is not to offer specific prescriptions for improving healthcare, as different people and groups have different ideas. The objective is to propose general principles under which open expression and discussion can force system change for the better. This is work in progress that will benefit from constructive criticism.The Manifesto lays out 18 Theses, or principles, that will eventually be used to develop standards to guide the application of open health media. The document goes into more depth on each one, but briefly they are:
Her main identity on the nets was Demosthenes -- Peter chose the name. He called himself Locke. They were obvious pseudonyms, but that was part of the plan. "With any luck, they'll start trying to guess who we are."Sound familiar? I remember when I first read this book about 10 years ago, I thought it seemed pretty unrealistic that someone could just start anonymously writing and posting their thoughts on the internet, and that people would pay so much attention to it when there are so many other posts by so many other people getting in the way. Card turned out to be prescient.
"If we get famous enough, the government can always get access and find out who we really are."
"When that happens, we'll be too entrenched to suffer much loss. People might be shocked that Demosthenes and Locke are two kids, but they'll already be used to listening to us."
They began composing debates for their characters. Valentine would prepare an opening statement, and Peter would invent a throwaway name to answer her. His answer would be intelligent and the debate would be lively, lots of clever invective and good political rhetoric...Then they would enter the debate into the network, separated by a reasonable amount of time, as if they were actually making them up on the spot. Sometimes a few other netters would interpose comments, but Peter and Val would usually ignore them or change their own comments only slightly to accommodate what had been said.
Peter took careful note of all their most memorable phrases and then did searches from time to time to find those phrases cropping up in other places. Not all of them did, but most of them were repeated here and there, and some of them even showed up in the major debates on the prestige nets. "We're being read," Peter said. "The ideas are seeping out."
"The phrases, anyway."
"That's just the measure. Look, we're having some influence. Nobody quotes us by name, yet, but they're discussing the points we raise. We're helping set the agenda."
This was a good fight, one we could have a thousand times without resolving. I'd get him to concede that Whuffie recaptured the true essence of money; in the old days, if you were broke but respected, you wouldn't starve; contrariwise if you were rich and hated, no sum could buy you security and peace. By measuring the thing that money really represented -- your personal capital with your friends and neighbors -- you more accurately gauged your success.This book came out in 2003, so blogs were already in existence, but I don't think that blogs were mentioned anywhere in the book. So how does this concept relate to blogging?
Thanks to all of this week's participants. Next week the Carnival of Nonprofit Consultants will be hosted by Zen and the Art of Nonprofit Technology, with an open call for submissions. If you want to submit a post to be considered for next week, send an email to npc.carnival AT yahoo DOT com with your name, your blog’s name and the URL of the post (not your blog homepage).
Change can come in different ways. It can come from attracting people (getting them on the bandwagon), but it also comes through disturbing them or causing them discomfort (so they're challenged in some way to move to make a change). We like it when it makes us “feel good” but we don't like it when it confronts our reality, shocks us, airs our dirty laundry, or makes us think too much. But why do we think that we have to like or approve or agree with social marketing? Ultimately, what is the role of controversy? We need to leverage the scarce resources we have, and we need to get people's attention. The first hurdle is getting people's attention; then, you can gauge people and deal with other hurdles...Contrast this confrontational in-your-face approach with other more positive and empowering campaigns like Better World's HIV Stops with Me and We Are Part of You or Oakland's new I Am Worth It campaign (though I'm not crazy about Kenneth Cole's anti-stigma We All Have AIDS campaign -- it's too wishy-washy). Unfortunately, there is not much data to show whether the controversial approach has been effective.
...Now what about campaigns that people don't like so much? What about campaigns that make people feel bad? For example, we launched the HIV (not fabulous) campaign. We had a gentleman with facial wasting, we had a gentleman in a diaper because of chronic diarrhea, and we had a gentleman with a bloated belly. People thought it was stigmatizing people with HIV, but what I can speak for is the e-mails that we received about the ads. We had a lot of people complaining, but we also had a lot of people who had no idea that HIV was so bad. Young gay men in Los Angeles woke up with this campaign—it gave them a reality check and changed their behavior in terms of protecting themselves.
Hip Hop superstar Sean "P.Diddy" Combs sees a huge possibility for his company in cooperation with Goldmark inc. Sean "P.Diddy" Combs tells that it is enjoyably to deal with these guys. They as anybody else know entertainment industriousness and exactly know what is required for the American spectators. He also emphasizes exclusivity of his fresh album Press Play and tells that the appearance of this album on october 17 will make an result of the blasted bomb.Apparently Goldmark Industries "moved rapidly in taking on the already triumphant and growing star in an violent attempt to stay ahead of the game." Don't tell anyone I told you, but they "will promote that st0ck till the end of the year and the price will lift . People will buy it and they will earn big cash. Don't miss that and buy it now cause the price is low. After the 18 October the price will grow up to 1000%. Take it now!!"
Enter Product (RED). (RED) is a new idea we're launching to work alongside the growing ONE Campaign to Make Poverty History. Over the past year, almost 2 million Americans have joined ONE, in churches and chatrooms... on soccer pitches and movie sets... at Nascar races and rock concerts. By 2008, we're aiming to have 5 million members – that's more than the National Rifle Association. Just think for a moment of what that kind of political firepower could achieve for the poorest of the poor...
Where ONE takes on the bigger, longer-term beast of changing policy and influencing government, (RED) is, I guess, about a more instant kind of gratification. If you buy a (RED) product from GAP, Motorola, Armani, Converse or Apple, they will give up to 50% of their profit to buy AIDS drugs for mothers and children in Africa. (RED) is the consumer battalion gathering in the shopping malls. You buy the jeans, phones, iPods, shoes, sunglasses, and someone - somebody's mother, father, daughter or son - will live instead of dying in the poorest part of the world. It's a different kind of fashion statement...
...There are though still 4.3 million Africans without drugs, which is why 100% of (RED) money is going directly to the Global Fund to support the work they are doing. (RED) uses the power in your pocket to keep people alive. ONE uses the power of your voice to create a more just world where people can earn their own way out of poverty. This means tackling more than AIDS. It means fighting corruption. Insisting on good governance. Getting kids in school. Changing trade rules. Getting businesses to invest in Africa. Ali and I started a company called Edun – a fashion line that makes clothes in Africa – because so many Africans we met said what they wanted more than anything was a job.
Seems to me that these campaigns work together. Hope they work.
Stripped of the anecdotes, the basic thesis of the talk was that social change has three somewhat unexpected features:So, although social change can be somewhat unpredictable (see #1), we can set the stage for it and work to create the conditions in which it can happen (see #2 and 3).
- It almost always happens faster and cheaper than anybody predicts. See: Berlin Wall falling.
- It is typically brought about not by people with great political or economic power, but by people with great social power -- "connectors," as he calls them. These are folks who are part of an unusually large number of social circles, who can bring disparate groups together.
- It usually happens after a seemingly intractable problem has been reframed. The example here was the spread of seatbelt use in the U.S. For a long time it was a "government meddling" issue. Then a bunch of child-restraint laws were passed, and little Johnny started asking mom why she didn't buckle up, and it became a "family responsibility" issue. In a matter of just two or three years, seatbelt use rates soared from 15% to 65%.
mission (plan)It's like our social marketing Ps but from a community organization angle. The rest of the comments are also worth checking out.
message (what's the point?)
mainstreaming (creating cultural resonance)
money (funding and resources)
mechanics (how to)
mapping (where best to organize, where best to marginalize)
might (strength and power)
marketing (getting the message out in appropriate ways)
media (using the mass media, supporting / creating alternative media)
measurement / market research (feedback)
mobilization (getting people organized and involved, developing capacity and leadership)
Cystic-fibrosis foundation A Dream To Breathe, which has refused to accept more than $250,000 in donations since 2001, announced Monday that it was continuing to make strides in fighting the rare respiratory disorder without any handouts from "self-righteous do-gooders."Read the rest at The Onion...
"In the past three months alone, thousands of people from all across the country have come out and asked us to take their money, insisting that we need it more than they do," said Development Director Joan Vandercamp in an urgent plea to Americans to take their pity elsewhere. "To you and countless others, we can only say: Who do we look like? The Salvation Army?"
"When we need your help wiping this degenerative disorder that affects 30,000 Americans off the face of the earth, we'll let you know, okay?" she added.
According to Vandercamp, who described her foundation as an independent organization determined to make a difference in the lives of those with cystic fibrosis and not "some pathetic charity case," A Dream To Breathe is perfectly capable of finding a cure for the deadly genetic disease that strikes the lungs and pancreas without anyone else's aid.
"Not that it's any of your concern, but we've been raising plenty of awareness on our own, thank you very much, and we'd really like to keep it that way," said Vandercamp, who added that her foundation already had its hands full identifying the defective protein-producing gene earlier in victims of the disease without others trying to get involved. "We may not be the biggest or the most successful organization of our kind, but we have dignity, and I'll be damned if we let your patronizing donations change that."
A survey of 277 college students at a northeastern university found that nearly 73 percent did not believe the norms message that most students drink "0-4" drinks when they party. Of that group, nearly 53 percent reported they typically drank five or more drinks at one sitting. To illustrate the influence of social networks, 96 percent of the 5-plus-drink group said their friends drank a similar amount and believed that "other students" on campus drank a similar amount.Perhaps the social norms approach works among those students who are on the fence about engaging in an unhealthy behavior, and just need a little reinforcement to help them do what they would be inclined to do otherwise. Other types of approaches -- social marketing, policy enforcement, or counseling -- might be necessary to reach the more diehard partiers who already have set expectations for what is appropriate.
"Disbelief in the campaign message may have resulted from the behavior observed by students among their friends and acquaintances, which contrasted with the 0-4 message," said co-author Ann Major, professor of communications and director of the Jimirro Center for the Study of Media Influence at Penn State. "Also, some students may discount social norms campaigns as an attempt by university administrators to control their behavior."
You do have to ask whether awareness/Internet/SL things like this are really the best use of scarce resources and the good UN name.Tomas Hausdorff countered:
I can't imagine what clicking on a pixelated wristwatch in a video game like environment will actually do to alleviate real poverty of real people.
This is dangerous virtuality, in my view, like cocaine -- it makes people mistakenly believe they are really doing something, that their feeling good about having their awareness raised is something having effect in the RL [real life]. It isn't.
I think activities like this that raise awareness do have a significant value. No, they don't directly address the underlying problem. I don't think anyone would be confused enough to believe that clicking an object in a virtual world "solves" anything, any more than standing in front of a building waving a placard "solves" anything.Aimee Weber, who built the campaign in SL noted:
However, reading the sign, participating at a particular time...these things should make at least a percentage of the participants spend a few moments thinking about the Millenium Development Goals. And like a commercial on the subject, all it is intended to do is reach an even smaller percentage- those who might be incented to actually *do* something about the goals.
For that reason, I think this is a worthy effort.
The magic is not in clicking an pixellated wrist band. The magic is in the numbers of citizens of nations who will know what their governments promised they would do in 2015.Prokofy then got to the heart of what has been bothering me about this campaign from a social marketing perspective:
Awareness-raising without some specific recipes for action really gets to feel like disaster porn to me.Symbolic gestures can be powerful in bringing about political or social change. Think of Rosa Parks sitting on the bus, the lone Chinese protester facing down the tank in Tiananmen Square, even the thousands of citizens who miss work and spend money to travel to the National Mall for various demonstrations each year. These gestures are so powerful both for what they represent and because the participants have something significant at stake -- whether it's their safety or life, or the time and money they give to show their identification with the cause.
If an architect looks at an opening between two rooms and thinks "door," that's what she'll design. But if she thinks "passageway," she may design something much different like a "hallway," "air curtain," "tunnel," or perhaps a "courtyard." Different words bring in different assumptions and lead your thinking in different directions. What else can you call your idea?If you need a little creative pick-me-up, check out Roger's blog and get whacked.
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