I’m not sure how I feel about this video. Both the talent and the format are designed to bring to mind the chilling video cry for help made last year on YouTube by Amanda Todd.
The Canadian tenth grader from Port Coquitlam, British Columbia, committed suicide shortly afterwards. She had previously been conned into sending sexual photos of herself to a man she met online, and the images circulated from there. When her fellow students found out, they bullied her mercilessly.
There’s no doubt in my mind that this campaign is a direct reaction to Amanda Todd’s story. The advertiser is Children of the Street, a British Columbia not-for-profit based in Coquitlam, BC (right next to Port Coquitlam).
The message is important, and I’m sure they’re in it for the right reasons. But to reference the departed teenager so directly seems wrong, somehow. It’s as if they’re blaming her for her initial mistake, rather than putting the blame on the perverts and bullies who manipulated and abused her. It reminds me of the move to change traditional “don’t get raped” messaging, aimed at women, to “don’t rape” messaging aimed at men.
In the wake of the Steubenville, Ohio, rape, in which high school footballers spread pictures of their teammates sexually assaulting an unconscious girl, or the Pitt Meadows, B.C. rape, which was similarly documented and shared online, maybe we would be better telling our kids to “not bully” and “not take joy in the humiliation of others”.
Typically in news media, an experienced News Editor will review, edit or kill a story at his discretion. That can be based on checking information for truth, meeting community standards or simple compassion for victims/survivors. With YouTube there are no rules to posting your video… so today’s teenagers make their own decisions (usually based upon getting as many hits as possible so they can boast to their friends). The fact is, they don’t care if they are abusing someone or starting rumours or even promoting rape. They realize the Internet is there to provide those instant info gateways without impunity. They won’t even go to jail because of their age. So where is the risk or punishment?
Trouble is, there is no quick solution to this abusive use of social media. The real problem is the fact that those cruel, twisted teenagers who post these sick messages actually enjoy the thrill of targeting and hurting easy targets. It gives them boasting power within their crowd. I’m sure many of them celebrate the suicides that they are responsible for creating. The reality is they are not ‘sharing a photo’... they are ‘committing a crime of abuse’... and they couldn’t care less.
For all the positive things the Internet brings to peoples lives… the numerous suicides of young people is a negative that outweighs by far the real value and popularity of this unchained, uncontrolled online media. It’s ironic that ‘social media’ doesn’t have any impact in controlling today’s ‘social misfits’.
It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.