Tag Archives: safety

Half the Sky Movement games to achieve social impact

According to Comminit.com, the Half the Sky Movement, a global initiative to address gender empowerment, has produced 3 hand-held mobile games for India and East Africa on topics such as maternal health, child health, and girls’ education and empowerment. For example, the “Family Choices” game aims to enhance the perception of a girl’s place in and value to her family, with an emphasis on keeping her and her peers in school.

The games build upon principles consistent with social learning theory, which asserts that people learn through observing others’ behaviours and attitudes. All three games use two common models to achieve social impact – adventure and simulation. Players are exposed to characters that can serve as role models and will be rewarded for positive actions, such as killing the worms inside their stomachs or seeking antenatal care. Players also face choices, such as making decisions that lead to a delay in marriage and betterment of the family. Games, both online and off, are increasingly being used to help deliver social marketing programs.

Improving health and nutrition through Galli Galli Sim Sim, the Indian co-production of Sesame Street

The Sesame Workshop in India has launched a healthy habits campaign as part of Galli Galli Sim Sim (GGSS), the Indian co-production of Sesame Street. The GGSS Mobile Community Viewing (MCV) program trains local change agents to provide health information to slum neighbourhoods. They use a repurposed, GGSS-branded vegetable cart carrying a TV set and a DVD player showing segments on health and nutrition, followed by distribution of educational materials to children and caregivers. This slum roadshow also features activities such as mask-making and theatre. An evaluation of the program notes that exposure to the GGSS’s MCV is associated with increases in children’s knowledge of sources of milk (calcium), healthy foods, and steps of handwashing – as well as with caregivers’ knowledge of vegetables. This shows the importance of a mix of methods to reach the intended audience, based on how and where they seek health information.

Launched in 2006, Galli Galli Sim Sim (GGSS) is a broad-based, multimedia educational initiative for young Indian children modeled on Sesame Street, the US-based Sesame Workshop’s entertainment-education series for preschoolers. Created through a partnership between Sesame Workshop and Turner India, in creative collaboration with Miditech Pvt. Ltd., the television series aims to promote joyful learning of basic life skills – be they cognitive, social, emotional, or physical – for India’s children, and to raise awareness about the importance of early childhood development and education.

Indian men skirt the issue of violence against women

India is experiencing an unprecedented national outcry on the issue of violence against women, following the brutal rape and bashing of a woman and her husband. To address this issue, a group of men have taken to the streets…wearing skirts. The stunt was conceived by two friends, Samarpita Samaddar and Adithya Mallya, after they heard a statement by Alwar BJP MLA Banwari Lal Singhal calling for a ban on girls wearing short skirts to school.

As Samarpita said on the Facebook event page: “Why does wearing a skirt make a difference? It’s a satirical take on the issue to draw attention to the absurd idea that what a woman wears invites sexual assault. Wear that skirt as a symbol of your support to a woman’s right to wear what she wants, be who she is, exercise her rights, and be safe in her city. Nothing shows more solidarity with women than breaking barriers and boundaries of “his” and hers”. The stunt was covered widely in both traditional and social media, both in India and internationally. Creative approaches to a social issue are especially important when there is intense competition for attention.

One Billion Rising Movement comes to Indonesia

One billion rising-IndonesiaThe One Billion Rising movement is coming to Indonesia and planning events around Valentine’s Day to support women’s rights. One Billion Rising was founded to address the reality that as many as one in three women (one billion people) will be raped, beaten or face violence during their lifetime. In Indonesia, according to the National Commission on Violence against Women, the number of reported cases of rape, domestic violence and other forms of brutality against women reached 119,107 in 2012, although the actual number of cases is thought to be much higher.

The original Valentine’s Day was co-opted by activists and shortened to V-Day, in reference to the word ‘vagina’, frowned upon by many as taboo. Now as Feb. 14 approaches, the V in Valentine is taking on renewed significance as people around the world join together to voice their concerns about violence against women. Indonesia will join with 189 other countries to take part in One Billion Rising, an event to increase awareness of these problems.

The One Billion Rising movement is inviting women and the people who love them to walk out of their homes, schools, and jobs to dance in support of bringing an end to violence against women. People from all over Jakarta are practicing for a flash mob dance at the Monas (National Monument) Park. This campaign shows that participation in socially sensitive issues can be encouraged by making it a fun and social, reducing the barriers and promoting the benefits of taking action.

New Zealand drink driving legend

The New Zealand Transport Agency’s drink-driving campaign “Legend” is one of the best out there. Youth drink-driving is one of the largest causes of death and injuries on New Zealand roads. Each year, young drivers cause nearly half of all alcohol-related road crashes. Young drinking drivers make up over 40% of all drink-driving crashes involve drunk drivers under the age of 24 years. In all fatal or serious injury-related crashes in 2008-2010, 82% of the drinking drivers in those crashes are male.

According to the NZTA, these boys are not bad people. They’re good guys who make bad choices. They don’t set out to drive drunk, they just don’t plan ahead. But while the consequences of driving drunk are well-known, it’s also widely believed that if you drive drunk, it’s likely you’ll get away with it. This campaign aims to encourage people to take some responsibility and speak up when someone is about to drive drunk. We want them to have the guts to speak up and say something without feeling like they’ve killed the mood.

The goal of this campaign is to acknowledge the feelings a young man might have around speaking up when a friend is going to drive drunk. Thinking you might ‘look bad’ in a social situation is what occupies most people. “Legend” helps break through this barrier and the use of humour is key to its success.

New Jala PRT campaign to help address Indonesia’s domestic worker issues

A new campaign from Jala PRT, the Indonesian National Network for Domestic Workers Advocacy, has focused attention on the issues affecting Indonesian domestic workers when they are employed overseas and in their home country. According to The Jakarta Post, domestic workers account for the largest percentage of total women workers worldwide. Globally, domestic workers have reached more than 100 million people. In Indonesia alone, there are 10.74 million domestic workers. Domestic workers struggle with low wages, poor conditions and violence. There have been several high profile cases of murder and injury to Indonesians working overseas.

The theme for the campaign is “When domestic helpers themselves need help.” and it was developed by Ogilvy on behalf of Jala PRT. It is an advocacy campaign that aims to persuade policy makers, through pressure from the general public, to improve working conditions for domestic workers.

Indonesia to launch new campaign against distracted driving

Tifatul Sembiring, Indonesia’s Minister of Information and Communications, has announced a new campaign against the use of telecommunication equipment while driving. Tifatul’s declaration came ahead of the annual exodus from urban centers to rural villages that usually takes place in the week leading up to and the week directly after Idul Fitri, the holiday that commemorates the end of Ramadan.

“The Law on Traffic and Road Transportation prohibits the use of cellphones while driving because it can disturb concentration. There is a need for a mass campaign to educate the people about this issue,” Tifatul said. He said that the prohibition aims to reduce the number of traffic accidents. The number of accidents due to the use of cellphones while driving increased by about 1,200 percent in 2010 compared to the previous year. 31,000 people were killed annually in traffic accidents in 2010 and 2011, causing a loss of 2.9 percent of the GDP.

The campaign will involve telecommunications operators sending out short text messages as well as putting warnings about the dangers of telephoning while driving on their cellphone cards or vouchers. Campaigns like this are likely to appear throughout the Asia Pacific region as the death and injury toll from distracted driving continues to grow.

Grover and Sesame Street keep us safe on the roads

The Sesame Workshop has developed a series of public service announcements (PSAs) featuring Sesame Street’s loveable blue Muppet, Grover, to help make the world’s roads safe for children and their families. Grover has been named a Global Road Safety Ambassador in support of the UN’s Decade of Action for Road Safety (2011-2020).

In addition to the PSAs, Sesame Workshop and the Global Road Safety Partnership jointly developed a Road Safety Education Framework intended as a practical guide for Road Safety educators, parents, and practitioners who are developing content, educational materials, and communication strategies to help children better understand the risks associated with travel on or near the roads. Global partnerships like this can be powerful as long as messages and materials can be tailored for local audiences.

Boy racers in New Zealand care too

Every year Ogilvy publishes a collection of its best public relations, advertising, activation, digital, design, outdoor, media, film, print and promotion and other work from its vast network of communications agencies. This year’s collection, as judged by Ogilvy’s Worldwide Creative Council, features an activation project from Waitakere City Council (Auckland) in New Zealand, ‘Boy Racers‘, designed to improve road safety among boy racers – young drivers of modified production cars. The approach to this campaign, which uses a fake car advertisement to attract boy racers, is based on the idea that messages delivered by a stranger who shares your values can be very effective.

NSW Police should consider targeted and positive approach to “Play Safe, Stay Safe” summer safety campaign

The NSW Police have launched their annual summer safety campaign, “Play Safe, Stay Safe”, which aims to address a wide range of safety issues over the Australian summer. NSW Police are targeting high school formals and the end-of-high-school “Schoolies Week”, boat safety and rock fishing, beach safety and security, road safety, shopping security – skimming scams and bag snatches, holiday home security, and hot weather issues such as kids and pets in cars and fire risks. To support an increased public police presence over summer, the campaign has been launched through NSW Police’s YouTube site with a plea to media companies to broadcast the TV and radio advertisements.

The challenge with a campaign like this is that it packages numerous different behaviours, diverse audiences and targeted communities. This one risks being seen as a quick-fix exercise with very broad messages, “don’t be bad, be good instead”. Faced with the need to address the many issues, campaigns like this try to do a little bit of everything and may end up doing nothing particularly well. The finger-wagging tone might mean people just ignore it or it may have the opposite effect to that intended and tempt people to rebel.

Video is attractive because it appears you can control the message and broadcast widely, however NSW Police might consider investing more resources in targeted interventions, based on the evidence that these are effective. These activities include community based campaigns run by local organisations for specific issues, to ensure better reach and ownership of the results. Or consider positive, engaging content such as the Queensland “Becky’s Not Drinking” campaign or Western Australia’s road safety campaign, “Enjoy the Ride“. Positive and targeted does not mean being soft on crime, it means being being hard on effectiveness.