Shifting Baselines Blog: 8/23 - ATTENTION Timid Ocean Communicators: Wildcoast shows how it is done (take note)

August 22, 2005

8/23 - ATTENTION Timid Ocean Communicators: Wildcoast shows how it is done (take note)

Oh my goodness, Wildcoast has gone and offended Mexican women with a scantily clad woman on their poster about ending the consumption of turtle eggs. And now look what's happened, the newspapers are being forced to write articles about the controversy that lo and behold bring MORE attention to the issue.

This is what's called A SUCCESSFUL MASS MEDIA CAMPAIGN. And by the way, its one that several U.S. conservation groups snubbed because they felt it was too offensive. These would be organizations that let their fear of ruffled donors supercede their desire to communicate effectively.

Major, major kudos to Wildcoast for leading the way in how to reach the masses. Everyone please take note.

Wildcoast: An organization that understands how to communicate ocean conservation to the masses

Posted by Randy Olson at August 22, 2005 06:14 PM

Comments

Randy: A couple of months ago you drew attention to the same "boobs in your face" campaign and said "I'm really sorry to say this so bluntly, but the oceans of the U.S. are doomed to decline because of the clueless prudes who hold sway in the positions of power. Its time for the people with the money to realize that facts and figures are not going to save the oceans. The audience has changed. How long will it take for this to be grasped?"

Talking approvingly about this "changed audience" is kind of ironic coming from someone who is trying to draw attention to shifting baselines - and presumably advocating that the oceans move back to the way things were. If we accept that the oceans should be restored, why do we have to accept that society today is driven by a bunch of groin-driven clueless morons without trying to shift it back to the way it used to be?

Or perhaps the "audience" has not changed?

Posted by: Pacific Womens' Information Network at August 30, 2005 10:22 PM

I don't think I ever talked "approvingly" of the changed audience, nor did I advocate accepting the changed audience. I'm only talking about understanding the communications dynamics and working within the constraints. And I'm afraid the large amount of media exposure the "boobs in your face" poster campaign received (in the NY Times last week) pretty much proves the point.

HOWEVER, at the same time, the problem with this is that mass communication is both a science AND an art, which means what Wildcoast did, I think, was a very tasteful job with their provocative campaign. I could easily see someone else doing a horribly offensive job with the same concept. So my advocacy for pushing the limits that way is hedged with the qualification that you just have to do it with tact and style.

And of course, on a different plane, the shifted baseline of overall desensitization its certainly a bad thing, as you mention. I think the recent book, "Last Child in the Woods," begins to address that, but more work on the subject would be good.

Thanks for the comment.

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