Commentary as well as mankind’s privileges (NEO

Commentary

 

NO MORE Campaign publicly launched in
the year 2013 as a national public awareness and engagement campaign that aims
to put an end to domestic violence and sexual assault (UK Says NO MORE, 2017). The
campaign’s originators set out to make an effective, visual approach to express
support for ending domestic violence and sexual assault utilising its signature
blue symbol to increase preservability and cultivate a more prominent discourse
(NO MORE, 2017). This campaign is a project by NEO Philanthropy, an open
philanthropy that is profoundly devoted to social equality as well as mankind’s
privileges (NEO Philanthropy, 2017).

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NO MORE’s central goal is to stand
together and empower a diverse, global community to help end domestic violence
and sexual assault. It has brought together the biggest coalition of advocacy organisations,
major corporations, governmental agencies, administration providers,
universities, communities and individuals, all under a common brand and a
unifying symbol in support of a world free of brutality (NO MORE, 2017).

 

The campaign is committed to getting the
issues of domestic violence and sexual assault out of the shadows and empowering
everybody from varying backgrounds to be part of the solution by creating
public awareness campaigns, providing tools and resources for anti-violence
organisations and sparking national and international activism (NO MORE, 2017).

 

NO MORE is likewise
bolstered by nearly 1000 allied groups and organisations, as well as hundreds
of scholar groups. Additionally, approximately 30 state, city and country-led
campaigns that are run independently of the national NO MORE movement. Cultural change and advances societal development
is what the campaign inspires to achieve (NO MORE, 2017).

 

NO MORE have also been doing
distinctive campaigns such as Domestic Violence Awareness Month, Sexual Assault
Awareness Month (SAAM), and NO MORE Week. Besides, NO MORE offers bystander
training programs to educate the public on the distinctive indications of abuse
by voicing out to cease the silence around domestic violence and sexual assault
in workplaces, schools, homes, and communities (NO MORE, 2017).

 

Critiques
of the Campaign: –

 

I.

Target Audiences

 

Since the NO MORE Campaign is a social
movement that focuses on domestic violence and sexual assault, it is
considered widely spread. Domestic violence and sexual assault can occur
anywhere and to anyone. Majority of the public can easily relate to the
campaign, therefore NO MORE can join forces with people who are into human
rights, gender equality, domestic violence, sexual assault, as well as abuse in
a whole.

 

NO MORE is aware that “at least 1 in 3 women ages 18 to 34 have been
sexually harassed at work. 71% of those women said they did not report it” (Ahn
& Ruiz, 2015). Besides, approximately “1 in 3 teens experience sexual or
physical abuse or threats from a boyfriend or girlfriend in one year” (Liz
Claiborne Inc & Family Violence Prevention Fund, 2009). In a research, it
is demonstrated that women in male-dominated occupations, particularly individuals in male-dominated work
contexts, are sexually harassed more than women in balanced or in
female-dominated ones. (Berdahl, JL. 2007)

 

According to the Centers for Disease
Control and Prevention (2011), “on an average, 24 people per minute are
survivors of rape, physical violence or stalking by an intimate partner in the
United States, which makes more than 12 million both women and men over the
course of a year.” Individuals are frequently encouraged
by a feeling of injustice, which evokes forceful emotional reactions like outrage,
anger, dread, or sympathy (Polletta and Amenta, 2001, p. 305). Therefore, this shows the seriousness of
these issues and why the campaign wants to put an end to it.

 

NO
MORE transparently supports all campaigns and organisations that stresses on these
issues. NO MORE wants to hear stories from individuals of a different
background that are currently experiencing or have past experiences with
domestic violence and/or sexual assault. This social movement is to help others
who are going through the same or similar suffering to stand up for themselves
and not keep it to themselves.

 

In
my opinion, although NO MORE understands that both male and female of different
backgrounds can experience domestic violence and/or sexual assault, I feel that
the campaign should be fair in sharing the word. Both men and women are encountering undesirable sexual
advances, and our preparatory signs are that men are suffering from these encounters
just as women are suffering (Mary Larimer, 1999). However, the campaign mainly focuses on women and not so much on
men, although they do touch on men being a victim as well.

 

II.

Social Media

 

One
of the characterising attributes of the Internet age is that web-based social
networking have become a powerful tool for developing activist campaigns
(Fullam, 2016). Not only
that, social media reaches public internationally, allowing citizens
participation, and the freedom for the public to access. Most social movement
groups spend majority of their time updating their social media accounts or
conveying messages out to the public, because the Internet have the conceivable
outcomes for bypassing mass media gatekeepers, and at times even access conventional
mass media, which allow conveying government secrets to the people. (Cammaerts,
2013).

 

According to Twitter (2018), NO MORE’s
Twitter account, @NOMOREorg have a total of 59, 400 followers. NO MORE uses
their account to retweet hashtags, campaigns, and organisations that touches on
domestic violence and sexual assault. NO MORE also uses their own hashtag such
as #NOMORE, #NoMoreExcuses, #NoMoreSilence, and #NoMoreViolence. The hashtag
#NoMoreWeek will be used during the NO MORE WEEK Campaign. NO MORE also shows
their support to hashtags like the most recent #TIMESUP and #MeToo campaign,
because “social organisation is belief in the viability of aggregate
activity as intends to address oppressive conditions; it is a comprehension of
how ‘people power’ can impact change even when individuals feel powerless alone”
(Fullam, 2016).

 

NO MORE’s Facebook page has a total of
82, 425 likes and 79, 556 follows (Facebook, 2018). NO MORE constantly keep
their page updated by sharing articles or news on domestic violence and sexual
assault. Comparing to Twitter, it is much harder to track if there are people
who are talking about NO MORE Campaign. However, the campaign still chooses to
use Facebook as a platform to reach out to the public who uses Facebook more often
as compared to Twitter or public who does not have a Twitter account. Therefore,
web-based social networking activism contrasts from conventional
protest techniques since it is faster, more diffuse and non-hierarchal because
of the utilisation of web-based social networking (Fullam, 2016).

 

NO MORE’s Instagram has the least
followers comparing to Twitter and Facebook. Their Instagram account only has a
total of 31, 046 followers (Instagram, 2018), although they constantly post
updates. Instagram does not have the same features as Twitter and Facebook in
the context of retweeting and sharing of posts related to domestic violence and
sexual assault. The disadvantage of Instagram is that they do allow reposting
of images, however in order to repost a post, it is a must to download an
additional application, which is very inconvenient. Moreover, it is difficult
for NO MORE to track how many people are talking about their social movement
unless a hashtag is involved. Despite it being harder to get their messages
across through Instagram, several authors have
argued for the advantages of moving humanitarian marketing communication to online
networking because social media improves validity (Curtis et al., 2010). 

 

III.

Global Public Sphere

 

From the case study, it is a known fact
that the NO MORE Campaign is an open movement where the public have a freewill
of discussing their opinions on what the campaign addresses. Those open spaces
of worldwide correspondence guarantee not solidarity, but an opportunity for significant
dialogue and nurturance of the global public sphere (Lull, 2007, p. 169). NO
MORE do not expect everyone to share the same preference on the issue, however,
the campaign wants to express what they feel is not right towards both male and
female in general.

 

The campaign advertised themselves both
online and offline. Joyful Heart Foundation is one of the many championing
organisations behind NO MORE movement. Actress and advocate Mariska Haritay,
the Founder and President of Joyful Heart, directed the NO MORE PSA Campaign. “The
PSA campaign has rolled out across the country in local and national markets in
print, broadcast, online and outdoor advertising, movie theatres across the
country, colleges and universities, and major airports and medical facilities
over the course of several years” (Joyful Heart
Foundation, 2016).

 

Since the
day the campaign started until today, NO MORE’s advertisements have always been constant. Over 75
individuals such as entertainers, athletes, government officials and advocates
have been featured in the advertisement, using only the same theme and
background. Joyful Heart’s NO MORE Excuses series offer a simple call to
action: ‘NO MORE excuses. NO MORE
silence. NO MORE violence.’ (Joyful Heart Foundation,
2016).

According
to McHale (2004, p. 156), “when people watch videos, viewers feel as if they
are witnesses, rather than just consumers of someone else’s account.” These
videos fill in as form of witnessing that gatherings can use to manufacture
group among like-minded others, uncover enduring to those geographically
distant and, in a few occurrences, fill in as legitimate confirmation of human
rights (Gregory, 2006) Video is especially helpful as a social change medium
because the combination of sound and visual components can refine the message
through various prompts, accordingly producing more noteworthy effect on crowds
(McHale, 2004).

 

“Global public sphere is built around the
media communication system and Internet networks, particularly in the social
spaces of the Web 2.0, as exemplified by YouTube, MySpace, Facebook, and the
growing blogosphere” (Castells, 2008). In my opinion, the campaign will face a
huge problem in a long run, if they do not make changes to the design of their
advertisements as well as their PSA videos. Keeping the consistency of the advertisements
builds the identity of the campaign, however, if the campaign does not make any
minor changes, the public will no longer be empowered by the advertisements.

The public will know
exactly what to expect even
before the advertisements are released, therefore the public will not be
impacted.

 

IV.

Measuring Success

 

In my
opinion, success can be measured in many different ways, such as to how wide a
campaign is in terms of being known nationally or globally, how many people the
campaign has reached, the number of likes, retweets or shares as well as
follows on their social media accounts and many more. According to Baker, Murphy
and Fisher (1988), “project success is a subject of perception and it is
considered to be an overall success if the project meets requirements such as
technical performance specifications, mission to be performed. It also needs a
high degree of satisfaction about the project results among the key people of
the project team and the key users of the project effort.”

 

The total amount of views, likes,
retweets or shares and favourites on social media can also determine how
successful the movement is. The amount shows how far the message or the
movement have reached worldwide. The number of viewers on one of the NO MORE’s
Official Super Bowl 49 Ad – Listen: 60′ hit 10 million views, whereas NO MORE’s
Official Super Bowl 50 Ad – ‘Text Talk’ video got 426, 709 views on YouTube
(YouTube, 2018). The exact same ‘Text Talk’ video on Facebook hit 101, 000
views with a total of 2, 600 shares (Facebook, 2018).

 

Using the TweetReach website by Union
Metrics (2018), it is safe to say that @NOMOREORG on Twitter have reached a
total of 217, 629 accounts (Refer to appendix Figure 1). Besides, some influential people helped to spread the word
on NO MORE by tweeting or replying to the campaign, which gained few hundreds
of retweets and likes on Twitter. Influential people such as Terry Crews,
Marcia Gay Harden, AnnaLynne McCord, and some others tweeted on NO MORE that helped
to reach a bigger public.

 

Moreover, during the Sexual Assault
Awareness Month in 2017, there was an NFL auction featuring Super Bowl LI
autographed leather football signed by Lady Gaga. Funds raised from this bid
will benefit NO MORE and their efforts to end domestic violence and sexual
assault. Lady Gaga herself is an outspoken sexual assault prevention advocate.

According to the official NFL auction website, the auction has been ongoing for
approximately a month and finally reach a closing bid of $825 with a total of 18
participants, which can be seen in appendix Figure 2.

 

Conclusion

 

From the whole case study, it is obvious
that NO MORE campaign is a long-term movement to put an end to domestic
violence and sexual assault. Although it is not known whether this campaign
will make it bigger than it already is in the long run, however judging by the
minor critiques that can be found from the movement, if the campaign does not
further work on the minor issues, the movement might no longer be able to
impact more people or even keep the remaining supporters.  

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