YouTube videos for a new public health campaign are going viral: the Boston Public Health Commission hopes its messages on sexual safety, disseminated through new internet media, will spread as markedly among city youth as sexually transmitted diseases have. As highlighted in the Boston Globe, this campaign understands that adolescents today are deeply entrenched in media sources that constantly bombard them with messages about how to live; rather than fighting against media exposure, Boston is responding with a positive message sent through the same channels.
The media is a ubiquitous presence in our lives, from radio to TV to the internet. American teens are particularly influenced by their access to the web, which offers chances both to absorb information from outside sources (“Web 1.0”) and to actively contribute to the internet’s offerings through social networking sites, videos, blogs, or message boards and forums (“Web 2.0”). By capitalizing on these many options that play such a large role in adolescent life, social campaigns such as the STI Prevention Drive in Boston can connect with teens on their own terms.
This concept has been explored in an article in Children and Electronic Media, “Social Marketing Campaigns and Children’s Media Use,” and the companion policy brief “Using the Media to Promote Adolescent Well-Being.” Both of these recognize the positive ways that online media can be used to promote healthy behaviors, and they detail successful Web 2.0 campaigns.
With internet available in schools, homes, and even on cell phones, preventing teens from viewing objectionable content is virtually impossible. Some have worried that teens’ web use will lead to more dangerous sexual behavior, including becoming sexually active at a younger age and being less cautious about disease and pregnancy prevention – issues that are explored in another FOC article, “Media and Risky Behaviors.” While such concerns are not unfounded, the designers of Web 2.0 media campaigns recognize that rather than prohibiting internet access, it is far more successful to fight fire with fire – using the same media that promote unhealthy behaviors to promote healthy ones.
While parental guidance and school programs can play a role in discouraging unhealthy behaviors, Web 2.0 media campaigns acknowledge the reality that adolescents are heavily influenced by their peers. The new Boston campaign uses YouTube videos generated by and starring teens, and it also recruits teens to spread the message through other forums, such as street theater and visual advertisements. By having the teens design the content, the messages are more accessible than if they were created and imposed on teens by adults.
My name is David Dooley. I'm an elementary school teacher in Bakersfield, CA.
I'm an advocate of media-based parenting education for young people...that is young people, kids, being taught best parenting behaviors and practices in an effort to prepare them for the responsibilities of parenthood. I believe parenting education for young people could be a tremendously powerful and proactive means for preventing child abuse, substance abuse, and other forms of violence.
I feel strongly about teaching kids how to parent because preparation for adulthood is the reason we educate children, and parenting is by far the most important job they’ll have as adults. Additionally, often parents don't realize they have poor parenting skills, may not be motivated to change their behavior, face serious psychological and practical obstacles, and have already damaged their children.
I was thinking the education could take the form of both free and paid, permanent yet evolving, public service messages on radio, television, billboards, print, products, and the internet designed to teach young people how to engage in parenting behaviors and practices generally recognized as supporting the healthy physical, emotional, and intellectual development of children, and reject parenting behaviors and practices generally recognized as disrupting the healthy development of children. I can envision appealing school age spokespersons delivering these messages.
Does this idea have merit? If it does, how can I turn my dream into reality?
David Dooley
3600 Brisbane Ave.
Bakersfield, CA 93313
(661) 835-8450
(661) 477-1513
ddooley@bak.rr.com
Hi,
I am a campaigner for sex education for teens and I feel that you raise a very valid point that social media is a fantastic means for reaching kids today.
The internet usage of teens in USA has continued to grow every year, and although there is also more exposure to unhealthy sites such as pornography, I think taking a proactive stance and influencing youth through sites like youtube and Facebook is a positive thing and something should happen more I feel.
Regards
Anna
I agree with you Anna.
Patricia McNeill
I think that information based viral attempts by organizations are valiant, however I highly doubt they will be effective.
To be effective the campaigns will have to model profit-driven campaigns which I would guess tend to be more efficient. I hope they work though.
Conclusion: Socialization in front of the computer on social networking sites make you Anti-Social in society. Don't let your kid too much in front of the computer, you will destroy they age.
....sooner we will become to make web 2.0 kids