chewing gum reframing assignment
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7/30/2019 Chewing Gum Reframing Assignment
1/9
Bursting the
Bully Bubble
Using chewing
gum as a thought
cloud to raise
awareness about
bullying
Team Mom/Dad
IMAGE: Ann Lau hlin
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7/30/2019 Chewing Gum Reframing Assignment
2/9
As students of creativity, we were tasked with creating value withchewing gum.
BUT chewing gum:
is common-place,
is inexpensive,
is used and thrown away, and
has very little value.
SO, to create value, we
must tie it to something
BIGGER....
THE ASSIGNMENT
IMAGE: ThinkStock/121260268
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7/30/2019 Chewing Gum Reframing Assignment
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GUM + BULLYING
Our goal for this project is to create value
by bringing awareness to the issue of
bullying in a way that resonates with
kids.
Gum is a natural part of social interaction
among kids.
We chose to reframe gum as an iconicsymbol of teenagers, embedded with a
message to bring attention to the issue
of bullying.
IMAGE: ThinkStock/200265539
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7/30/2019 Chewing Gum Reframing Assignment
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"The Science of the Positive
theory amplifies the positive
that already exists in a
community." (Linkenbach,
J.)
This approach works well with
teens who are highly
susceptible to peer
pressure. It can be used to
bust myths and highlightthe positive actions teens
can take to help.
THE MYTH TO BUST:The belief that many youth
THE INSIGHT
IMAGE: ThinkStock/rbt 11
http://en.wikipedia.org/wiki/Positive_psychologyhttp://www.mostofus.org/about-us/who-we-are/jeff-linkenbach-ed-d-senior-research-scientist-director/http://www.mostofus.org/about-us/who-we-are/jeff-linkenbach-ed-d-senior-research-scientist-director/http://www.bullyingstatistics.org/content/teenage-bullying.htmlhttp://www.bullyingstatistics.org/content/teenage-bullying.htmlhttp://www.bullyingstatistics.org/content/teenage-bullying.htmlhttp://www.mostofus.org/about-us/who-we-are/jeff-linkenbach-ed-d-senior-research-scientist-director/http://www.mostofus.org/about-us/who-we-are/jeff-linkenbach-ed-d-senior-research-scientist-director/http://en.wikipedia.org/wiki/Positive_psychology -
7/30/2019 Chewing Gum Reframing Assignment
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THE EXPERIMENT
Use bubble gum as a comic-style
dialog box to promote an anti-
bullying message through
social media.
twitter.com/WordsStick
wordsstick.tumblr.com/
https://twitter.com/WordsStickhttp://wordsstick.tumblr.com/http://wordsstick.tumblr.com/http://wordsstick.tumblr.com/https://twitter.com/WordsStickhttps://twitter.com/WordsStick -
7/30/2019 Chewing Gum Reframing Assignment
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WE RAISED PUBLIC AWARENESS
We measured the value of public awareness via Twitter.Day 1: 30 Followers, 82 Retweets, 11 Favorites
Katie Couric retweeted us to her 825k fans and helped us get
almost 80 additional RTs & 7 favorites! Roseanne Barr
favorited two of our tweets to her 500k fans as well!
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7/30/2019 Chewing Gum Reframing Assignment
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WE CREATED VALUE
FOR OUR TARGETWe engaged young people in development
to make sure they resonated.
Then the kids took on and spread the
message beyond our campaign:
One decided to have her screen
printing class make t-shirts with the
image and message.
Others took & tweeted photos of
themselves blowing bubbles with our
messages.
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7/30/2019 Chewing Gum Reframing Assignment
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WE CREATED VALUE FOR
OURSELVES IN THE PROCESS
We learned online teaming dynamicsand how to integrate different ways of
participating asynchronously. (It
helped that our topic is something all
of us could contribute to.)
We learned how to use Twitter (and how
to get suspended).
We learned about the Science of the
Positive Theory.We learned a bit about digital image
rights.
We had conversations with our kids
about bullying that could in turn be
http://en.wikipedia.org/wiki/Positive_psychologyhttp://en.wikipedia.org/wiki/Positive_psychologyhttp://www.casacolumbia.org/templates/NewsRoom.aspx?articleid=695&zoneid=51http://www.casacolumbia.org/templates/NewsRoom.aspx?articleid=695&zoneid=51http://www.casacolumbia.org/templates/NewsRoom.aspx?articleid=695&zoneid=51http://en.wikipedia.org/wiki/Positive_psychologyhttp://en.wikipedia.org/wiki/Positive_psychology -
7/30/2019 Chewing Gum Reframing Assignment
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TEAM MOM/DADANEELA IDNANI, ANN LAUGHLIN,
LIBIA BERNARDO DUARTE, MEGAN
TORRANCE, LINDSAY LAMONT,
KENDRA DUNN, KEVIN
ENGELLANT, HARRISON
HELTERBRAND,STEPHEN LEUNG, GINA GEORGE,
DAVID MARTIN SSEREMBA
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