Tuesday, September 28, 2010

Messaging Throwdown: Ad Week's "Adressing Perception of Islam" Challenge

Don't know why I missed this at its outset:

Ad Week's image in its  throwdown for agencies to change the perception of Islam

The editors at Ad Week issued an interesting throwdown and "challenged over 30 agencies to apply their communications skills to address the issue" of religious intolerance toward Islam and the CI controversy. Sadly --- and this poses an interesting question in its own right --- only five agencies responded. May be just too controversial a topic?

Here are the parameters they set out:

"The brief: change the perceptions of ordinary Americans toward Islam and Muslims, and encourage dialog between those who oppose and support the building of the community center. Participants were free to choose whatever media they felt would be most effective in communicating their ideas."
You can see the results here. .

Some really missed the mark, one  had potential, and one was quite on, I thought. What do you think? What would you have done differently?

Monday, September 13, 2010

Would CMT do this? MTV's 'Islam Is Not The Enemy' spot

Loved that this ran on the MTV video awards the other night:
A heartfelt kudos to them! But it may be a message playing to a fairly receptive audience.

Here would be a big test of upholding American values of religious tolerance, because its demographic is the one more in need of seeing such a spot message like this than perhaps MTV's:

I challenge Country Music Television to run a similar spot.

Bet they won't.

Thursday, September 09, 2010

Thoughts On Eid 2010: Healing And Deeds

(I apologize for this off-topic post: this doesn't have much to do with social media analysis. Nonetheless, I'm compelled to write. Mashallah).


Throughout this blog I've always held as a central tenet that Muslims need to be known by non-Muslims as simply people and exemplary, engaged citizens first, making our outward 'Muslimness' almost secondary. I'm not advocating denying or hiding our faith or core identity, but rather let our values direct our behavior and deeds.

How humans treat and evaluate each other rests much more on what is done than on what is said (or, if you prefer tired cliches, actions not words). In the nine years since Sept. 11, thousands of press releases have been sent out by Muslim organizations saying "Islam Is A Religion Of Peace", etc. ( what I call "IIAROP" releases), yet clearly anti-Muslim sentiment remains just as high or higher. Why?

Because a demonstrable record of charitable acts by Muslims to others, of sufficient aggregate weight to countervail the impact of the Sept. 11 attacks, has yet to surface and register in the public consciousness.


Let's cut through it: the deep root of Muslim fear and distrust is not a theological debate, though many think it is and engage in dialogues based on scripture-throwing, verse versus verse, trying to rack points over theological minutiae like some kind of card game.

The root of fearing Muslims stems from profound hurt, the universal instinctual reaction of the deeply wounded, the incredibly violated.

It doesn't matter that American Muslims were also violated on that day. It doesn't matter that the attackers abused Islam, cloaking deadly political agendas in the name of religion. It doesn't matter that such groups are a fringe element, numerically speaking.

None of these rational points count, and will ever count, because the cold corollary to this wound -- the reality check that many don't wish to face -- is that all Muslims will continue to be identified at the subliminal, visceral, instinctual level as the source of that trauma, until the real healing begins. And probably for some time after that.

No amount of contextualizing, blogging, talking points, interfaith sessions, group dialogues, IIAROP releases, education, outreach, etc. can ever hope to change this by itself. The identification and association of incident with attacker is far too deep, too rooted, to be merely explained or contextualized away by a cadre of rational responses and arguments. Such actions are a necessary component in the healing process, of course, but rational responses alone will not heal the raw emotional damage in the collective psyche.

Nine years of Muslims primarily pursuing this kind of path, I believe, has proven this, and has gotten us to where we stand today.

We speak of Islam as upholding love, charity, service.

As we speak, so must we do.

As we do, so it may be known, inshallah.

As the gifting season of Eid nears, consider the possibilities of gifting to the entire world a plethora of good deeds, an overwhelming outpouring of generosity and grace to our non-Muslim fellows, a critical mass of every day compassion, one heart a time.

Small deeds, but real activities, simple ones, not just writing checks to charity. Millions of actions, every hour, sincere in niyyah. A sister helping an elderly woman with her groceries. A brother giving a colleague a lift to work because his car broke down. Giving your child's schoolchum a ride home. Taking care of a distraught group of teens from down the street, whose surreptitious party erupted violently out of control.

We do these things not out of pride or vanity or out of an ulterior motive to change perception (that is perhaps the byproduct, the blessing, inshallah, if the niyyah is sincere). We do this because its the right thing to do. Acts of charity, and the larger collective effect of healing the injured, are both in our deen, and it's time that deen is manifested in individual tiny activities, everywhere.

Live the word.

Eid Mubarak.

Wednesday, September 01, 2010

More PR, Social Media Analysis: The "My Faith, My Voice" PSA Campaign

Heard that this ran on ABC news Monday night, but I missed it. A little digging brought it to the fore, via NYT and checking my Twitter feeds from Aslan Media:



In many ways, it's a very cool piece, and certainly the fact alone that Muslims are rising forth at a grassroots level to claim their identity and perception is enormously encouraging (and something I've been soapboxing about for some time). I like its ethnic, linguistic and gender diversity (though a few more Caucasians in the mix may have made the message even stronger, if the target audience is a classic right wing profile).

Overall, I greatly applaud this effort. That said, I think this kind of project would benefit from a slightly different or additional/complementary strategy: I believe the faith element, paradoxically, needs to be downplayed.

As I've advocated throughout various posts on this blog, Muslims need to be demonstrably known as caring citizens and good neighbors, a proactive approach, instead of as a group that's on the defensive. While the positivism, pluralism, inclusion and outreach of this message is great, the subtext and semiotic signifier is still a defensive (and therefore, a still slightly divisive) one. One is left with the impression, after seeing the ad, of Muslims who happen to be Americans, rather than Americans who just happen to be Muslims. It's a subtle, but to my mind, very crucial difference that's necessary to work through.

Digging deeper, however, lessened the overall positive experience. Their website, myfaithmyvoice.com, gets kudos for a bold, clear, simple and engaging design. It's brilliantly conceived and executed to convey their general intent. Yet as I explored the site, it became pretty clear that the project is trying to serve two audiences with the same online experience: one, a grassroots effort to collect a wide array of PSAs to air on national and local broadcast markets; and two, "to start a dialogue with Americans of all faiths, by introducing the face of Muslim America" (taken from the info section that appears on each individual clip on the group's YouTube channel ). This outreach is hinted at on their home page and "about us" page as well: "It is a platform for you, me and any one else who wants to reach out and talk directly to America."


But as I migrated to the YouTube channel -- by clicking on the "View PSAs" link -- I was disheartened to hear the same shell script (with a tiny window for individualization) in every individual piece. I shouldn't have been surprised, intellectually: it is correctly billed as a collection of PSAs, and had I clicked on their their upload page first, I would have seen that shell script in their instructions.

The emotional dissonance comes because users are led by several cues (and even some miscues) throughout the site that we're about to know these persons better, that there is a true dialogue waiting, a sense of engagement. But I gave up after three clips, feeling cheated and frustrated. I truly wanted to learn about these individuals; instead, sitting through the exact same shell script robs me of my time and them of some individuality and the opportunity to tell more about themselves in an allotted time span.

A perusal of viewer comments on their channel confirmed I'm not alone in this reaction; the repeated shell script element isn't playing well with a lot of other viewers, either.

It demonstrates a classic case I'm seeing as all kinds of businesses (Muslim initiatives or not) start to mix their PR efforts with social media elements: An inability to match target audience with online user behavior. You can serve different audiences, but you need to know thoroughly the different kinds of experiences each audience is seeking to have online.

There are several strategies I can think of that can easily overcome this dissonance, with minimal technical retooling (though some manhours)and no backpedaling. There's some great possibilities for engagement here if it's played right, and overall it's a basic idea whose time has come.

I don't wish to seem too harsh: I love that this was made and that it's out there. The sincerity and niyyah (intent) is unimpeachable, and it's great to see the community step up and out of its shell. That alone -- that they've been able to inspire Muslims to overcome our tendency for insularity, is a milestone and a landmark achievement in itself.