chewing gum reframing assignment

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


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


3/9

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


4/9

"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


5/9

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


6/9

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!


7/9

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.


8/9

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


9/9

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

chewing gum reframing assignment

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