ProposalIamaHumanBeing,NotaLabel!

ScriptforFirstVideo
Theultimategoalistomakepeopleawareofthedehumanizinghabitoflabelingor
stereotypingpeople.

Thevideowouldbe45secondslong.

Asong(writtenbySanovia)beginstoplay
(
https://soundcloud.com/sanoviagarrett/learnmystory
)andusingasplitscreen,different
peoplewillwakeupandstarttheirdaywithalabelalreadyattachedtothem.
Note:Anotherideaistousemarkertodenotethestrengthandpowerofwordsandthedifficulty
ofgettingthemoff.

Asthedaycontinues,eachpersonleavestogotoworkandwalksdownasidewalkinanurban
setting.IfinPhiladelphia,thepersonwillgetonabusortheEL/Subway,andwhileonthe
commute,viewthevariousstereotypesplasteredalloversomeontheground.Thecamera
thenzoomstootherpeopleofdifferentbackgroundsandaseachpersonwalksdownacrowded
street,stickieswithderogatoryorstereotypicallabelswillbeattachedtothem.Thecamerawill
zoomintosomeofthestickiesonafewofthepeople.

Aspeoplepassoneanother,theywillnonchalantlyplacemorelabelsonthesepeoplebased
upontheirownperceptionsofhowtheythinkofthemastheypass.Asthey(thespecificpeople
whoarebeinglabeled)continuetowalk,theyeventuallymeetatanintersectionwherethey
standinacirclefacingeachotherwithstickiescoveringtheirbodies.
Note:IfshotinPhiladelphia(CityofBrotherlyLove),thecentercourtyardofCityHallwouldbe
perfectasthefinalgatheringspotsincetheycancomefromfourcornersevenly.

Thebackgroundmusicsuddenlystopsandthenthegroupinacirclestandsstill,witharmsat
theirside,andforabriefmomentwillalllookateachotherinsilence.Thentheywillcollectively
andclearlysay"IamaHumanBeing,notalabel!".Thescreenwillthenfadeandalargehand
willslapalargelabelinpurpleandblackwiththewords
#Learnmystory
or
#LearntheSTORY
fillingthescreen.Then
www.tht2say.com/learnthestory
wouldpopup.Thelinkwouldleadthem
toawebsitewheretheycouldlearnallaboutdifferenthumanbeings(similartoHumansofNew
Yorkifyou'veeverheardofthat)whoaresharingtheirstoriesaboutdailylife,theirhistory,and
loveandthepainofbeinglabeled.

ScriptfortheSecondVideoTheSolution
(musicplays)
Blackwoman/whitemanwakesupwithalabel
(crazy,knowitall)
attachedtotheir
foreheadorevenwritteninmarkertodenotetheimpactoflabels.Theybrushtheir
teeth,washtheirfaceandgetdressedfortheday.
Thenextstopisthetrainstation/bus.Thewomanisonthetrainandthemanisonthe
bus.
Thelabelsareeverywhereanditsasifnooneseesthemorcaresthattheyarethere.
Theybothexitthebus/trainatthesameintersectionandbumpintooneanother.As
theywalkpasteachothertheytakethelabelsoffofeachotherasothersstopandlook
on.
Theythrowthelabelsonthegroundandwhenthelabelsarealloff,thetwocontinueon
theirseparateways.

Theonlookers(whoalsohavelabelsalloverthem)beginwalkingagainbutasthey
walktheygrablabelsandtearthemoffotherstheypass.
Thecamerapanstothegroundthatbecomeslitteredwithlabels.
Thescreenfadestoblackandthemusicisfadingwhenalabelisslappedwiththe
websitelinkwww.tht@say.com/learnthestory.

TheProcess
Thesite
www.tht2say.com/learnthestory
waslaunchedinearlyApril.Initiallythethoughtwas
thatpeoplewouldresorttoderogatorytermsthattheybelievedpeoplewouldcategorizethem
asbutwhatwediscoveredwassomethingsosimpleandhelpfulfortodayssociety.Whilewe
understoodthatnegative/stereotypicallabelsweretheoutcomeweexpected,theanswers
begantoshapeanewunderstandingofhowpeoplewouldlikeforotherstoviewthem.Our
processwillbeconsistentwiththeconceptsfromLeeandKotter(2016).
Step1.FocusonBehaviors:
Acceptanewbehavior
Rejectapotentiallyundesirablebehavior
Modifycurrentbehavior
Abandonanoldundesirablebehavior

Step2.SWOTAnalysis
Strengthssocialmediaisrelevantandisaleadingforceofsocialmarketing,Accessible
tomanyanduseseverydayhappeningse.g.takingpictures,postingstatuses,using
hashtags.
Weaknessesnospecificaudience,verybroadrangeoftopicsthatcanbediscussed,
notcatchyenough.
OpportunitiesBuilding#THT2SAYbrandwithconsistency,Importanceofstorytelling
canberecognized,locationindependentmovement,connectionswithlocal
organizations.
ThreatsWashedunderwiththehomogeneityofhashtagsnottiedtoacertain
movement,people,incident.Theentriesareintangenttothewebsiteratherthanbeing
directlyconnectedto(submissionforms)thesite.

Step3.TargetAudiences

Aftertheinitialtestrunofthe#learnmystorychallenge(1week)itwouldbeimportantfor
ustounderstandouraudienceand/orplanstrategicwaystoeithercontinuetoworkwith
thataudienceordirectourenergyinanotherway.
Asofnowtheaudienceismostly2030yearoldyoungadultsinPhiladelphia,PA.
IntendedaudiencewouldbethesameagerangebutstretchfurtherthanPhiladelphia.

Step4.BehaviorObjectivesandTargetGoals
CreateaSMARTgoalthatempowerstheaudiencetodoaspecificaction.(Specific,
Measurable,Achievable,relevant,timebound)

Example:Collectandsharethestoriesofmenandwomenusingthehashtag
#learnmystoryinordertocreateacommunityofopenness,storytellingand
understanding.

Step5.AssessBarriers,Benefits,andMotivatorstheCompetitionandInfluentialOthers

Step6.PositioningStatement
Thedesireisforthetargetaudiencetogainanunderstandingthattheprejudgmentof
othersbeforegettingtoknowthemisafactorindivisivenessinAmerica.Thegoalisalso
forpeopletobeeducatedonthepluralityofidentitiesfortheboththeparticipatorand
theviewer.

Step7.MarketingMixStrategies
TShirtswiththe#learnmystoryhashtagchosenatrandomforparticipatinginthe
challenge.
Benefitsforthosewhowanttobeassuredoftheiridentitiesandencouragedtoalways
bethemselves.
Videosontht2say.comthattellthestoryofavarietyofdifferentpeople.
Price:Emotional/psychologicalenergy
Incentivizedwithappreciation,storyoftheweek,tshirtsandmore.
VideoforAdvertisementpurposesthatismoregeneralandhelpstoestablishthebrand.

Step8PlanforMonitoringandEvaluation
Monitoringandevaluationwillusethewebsitemetrics,tshirtsales,andtheoverall
perceivedqualitativevalue.Thiswilloccuronabiweeklybasis.

Step9.Budget
FacebookAds/Promotionisnoweasytouseandmonitor.Basedupononthetestrun,
theamountspentcouldfluctuatedependingontheusefulnessoftheads.
TShirtcontract.
Websitemaintenance/building.

Step10.PlanforImplementationandSustainingBehaviors
Afterthetest,ameetingwouldbeheldtodeterminethefinalplanforimplementation.
Screenshotofopeningpage

Exampleofasubmission