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Media campaigns promoting health and education have been around for several decades. My childhood memories are dotted with the "this is your brain on drugs" ads that showed eggs in a frying pan. There was the ubiquitous D.A.R.E., which studies later found to be ineffective, if not harmful, and other such programs targeted toward children and teens. The famous nutrition pyramid even got a makeover, when it was tipped on its side with new recommendations. NBC had its public service announcements with its "The More You Know..." campaign.
Most recently, I stumbled upon an intriguing campaign started by USA Network, a division of NBC, which changed its "characters welcome" slogan to "characters unite," this month in the name of ending hatred and intolerance. Using celebrities, NFL players, and catchy ads, individuals proclaim, "I won't stand for..." Among their proclamations include a host of social justice issues, including racism, discrimination, ageism, harassment, bullying, religious intolerance, homophobia, violence, incivility, and ignorance among others. They are inspiring ads, discussing discrimination in issues related to a host of concerns that affect under-represented populations. Individuals with disabilities, veterans, issues around foster care and adoption are all featured.
Also impressive are the efforts to include polling and survey results to educate Americans around the social justice issues that affect us. In their "United or Divided" poll conducted by Hart Research Associates and Public Opinion Strategies, they found that the US is more divided than ever before. Their summary of key findings include the fact that, "more Americans now believe that lack of unity and prejudice, discrimination and intolerance have become worse in the last decade" and that the recession has made us less compassionate. The 2010 National Report Card indicates that the US receives a C or below grade in addressing racial tensions, religious divisions, hate crimes and bullying. Not surprising is that Americans believe that Muslims experience the most prejudice of any group. Given the hate mail I've received for suggesting in earlier articles that no, Muslims are not the "enemy" or "evil," I can certainly attest to witnessing tensions and particular sensitivity around issues involving this group.
Though the Characters Unite program has been around since 2009, this is the first time it has crossed my radar. Whether it is because it has expanded, or is being featured more openly because it is needed now more than before, it is a critical first step in ending social injustice. Complete with curriculum guides and videos, there seems to be much potential for the growth of this project. I for one, was disappointed to find I couldn't buy one of the catchy t-shirts featured in the commercials. Given the Occupy movements, I was also expecting sit-ins and demonstration info on the website. Imagine if this campaign spread to college campuses nationwide. That said, the issue of social justice is one in which we've always had a long way to go. Still, it instills hope that television media seems to be warming up to the idea of ending civil injustice for all marginalized groups.
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