Elizabeth’s Introduction to the Digital Age

Reading Response #1

In his book, We the Media, Dan Gilmore claims, “As the pace of life has quickened, our collective attention span has shortened.” Gilmore goes on to say that personal journalism is nothing new—individuals have been expressing their opinions through various media outlets from pamphleteers to muckrakers to individual letters to the editor. Unlike Gilmore, Cory Doctorow doesn’t explain the history self-expression, but rather provides insight into the mind of a blogger. A writer himself, Doctorow addresses several reasons why blogs are so appealing to so many people: blogs provide up to the minute information; the blog’s creator has free range to discuss whatever topics he/she prefers; blogs are personal soap boxes, and blogs are a reciprocal form of communication. On his how blog, Doctorow posts information pertaining to family news, new software information and, news articles. On one blog I’ve been reading recently (www.AndrewSullivan.com), Sullivan, a columnist for Atlantic Monthly, dabbles in politics and pet pictures. I think Doctorow and Gilmore would both agree that blogs allow individuals to address their many dimensions and connect with a wide variety of people on a more personal level.

A few years ago, the Legacy Foundation in New York City wanted to organize a public awareness campaign focusing on the perils of smoking. This is obviously not a topic that anyone is unfamiliar with, but the foundation’s approach was revolutionary in shaping all future campaigns. Bob, a 35-year-old sheet metal worker and father of three young children, had been smoking for 18 years and wanted desperately to kick the habit. Bob partnered with the American Legacy Foundation and became the face of the anti-smoking campaign. The campaign’s approach was multifaceted: traditional billboards featuring Bob were displayed all over the city, but individuals were also directed to a website (www.bobquits.com). The website features Bob’s own blog complete with video diary submissions for each day Bob was smoke-free. This medium of communication allowed a scientific issue to become personal. Readers connected with Bob’s struggle and shared their own stories. The campaign was extremely successful because Bob’s personal story was that of millions of other Americans. Under “Your Stories,” viewers wrote: It’s so great to be able to see someone else quitting – he’s dealing with the same stuff I’ve gone through on my other quit attempts and couldn’t get over. Thanks for putting it out there so we know we can do it and I applaud your efforts. I myself have been a smoker for 10 years. It’s amazing how time flies by when something becomes such an integral part in your life. I have tried to stop smoking many times only to start back or just quit trying altogether. Your story has inspired me to start trying again. Many of your thoughts and emotions, while under withdrawal, mirror my own. You helped me to see that I’m not alone and it is possible to win this battle. By using video during this time, you have encouraged me more than words can say. Keep up the good fight and I wish the best for you and your family.

The BobQuits campaign will undoubtedly be studied by social marketing professionals and advertisers alike. By providing individuals with an outlet to express themselves while encouraging action, the American Legacy Foundation has begun a trend in health campaigns that should most definitely be copied in the future.