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Learning Session: How to Leverage Media as
a Powerful Tool for Social Justice Advocacy
Milla Impola, Camino Public Relations
Melissa White, Lucky Bloke
April 26-28, 2015
San Francisco, CA#YTHLive
Annual Conference on Youth + Tech + Health
Learning Session: How to Leverage Media as a Powerful Tool for Social
Justice Advocacy
Melissa White
Lucky BlokeFounder and
CEO
@AwaytoFindMe@TheLuckyBloke
Milla Impola
Camino Public RelationsAccount Manager
@MillaImpola@Caminopr
Agenda
Strategic communications
Case study: #Tweet4Condoms!
Tracking media narratives
New SHGN Website!
Emotional connection
Case study: #Tweet4Condoms
Condom education as a social justice issue.
"I totally hated condoms before. Now, I love using them. I can barely believe it.”
“The mission made me realize that there's a whole variety of condoms to choose from that added excitement to sex. It helped me have better communication with my partner when it comes to safe sex.”
Too sexy for Twitter?
Strategic Communications
The issue
Strategy &
Research
Implementatio
n
Analysis & Restrategize
Evaluate
11Goals: What does success look like?
Success
Audiences: Who am I talking to?
13Strong messages
Lead with
VALUES
Authentic for
YOUR
audience
Relatable to
YOURaudience
ExclusionPleasure
Lucky Bloke #Tweet4Condoms campaign
Main Message
Stigma
By categorizing condoms as harmful content, ad networks promote stigma that decreases condom access and education.
Condoms are excluded from the most powerful ad networks — to the detriment of its millions of users.
Lucky Bloke teaches people how to use proper-fitting condoms, resulting in increased pleasure and condom usage — and thus increased protection (from STIs and unintended pregnancy).
Condoms save lives — & removing stigmatizing and harmful policies that inhibit condom education and access will save even more lives.
Communication process
Step 01 Step 02 Step 03
Page
Internal
Brain
Intellectual connection
Heart
Emotional Connection
What is your story?
Personal stories in the mediaAmplifying messages, connecting with your audience.
Pitching & press release
“There’s still so much stigma and shame attached to using condoms,and policies like this from big corporations just perpetuate that even further.”
“I just think it’s interesting that corporations will censor you when you talk about pleasure in the context of sexual health. In fact, pleasure is how you’re going to get people to use condoms in the first place. If condoms are too small or too big, they’re not going to feel as good, and people won’t want to use them. So this education is really important.”
“If you prohibit content about condoms on such a global platform, you are restricting efforts to save lives.”
“When they say that a sponsored tweet can’t contain or link to sexual content, they place arestriction that is really a de facto ban on condom advertising. Because condoms are used for sex.” Melissa White, Lucky Bloke.
“There is nothing shameful or sinful about contraception,” said Debra Hauser of Advocates for Youth, adding that decoupling sex from condom use is both stigmatizing and counterproductive. “It’s impossible to do good sex ed or to help young people, or anybody, feel comfortable using contraception if you’re medicalizing it to such an extent that it’s only about disease prevention or pregnancy prevention. It’s really about healthy sexuality and intimacy and relationships. And those things are important if you’re trying to sell the idea of prevention.”
“Lucky Bloke’s ad was rejected because it violated our policy, not because they are a condom manufacturer,” a Twitter spokesperson told RH Reality Check over email, linking to the “adult or sexual products and services” policy page. “Condom manufacturers are allowed to advertise on Twitter, along with safer sex education and HIV/STD awareness campaigns. For example, Durex (@durexlovesex) and Bedsider (@bedsider) have bothadvertised on Twitter.”
Response from Twitter?
33
“Ads for non-prescription contraceptive products such as condoms and spermicides, and ads for personal lubricants, now fall under our health and pharmaceutical products and services policy,” the Twitter spokesperson said. (RH Reality Check; March 10, 2015)
38
Success
Media advocacy changes the conversation
Letters to the editor (LTEs) & opinion editorials (op-eds)
Tracking Media
Media strategy takeaway: Reporters covering abortion
and reporters covering sex education may be different, and
it may be useful to keep the two conversations distinct
despite pressure from opponents of sex education.
dashboard.mediameter.org
Tweet Archivist:https://www.tweetarchivist.com/
Tag Sleuth:http://www.tagsleuth.com/
PeopleBrowsr:http://analytics.peoplebrowsr.com/
Politwoops: http://politwoops.sunlightfoundation.com/
April 26-28, 2015
San Francisco, CA#YTHLive
Annual Conference on Youth + Tech + Health
Melissa White
Lucky BlokeFounder and
CEO
@AwaytoFindMe@TheLuckyBloke
Milla Impola
Camino Public RelationsAccount Manager
@MillaImpola@Caminopr
[email protected]@luckybloke.com
