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Should Elmo Explain Zika?

3/26/2016

18 Comments

 
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by David Hagenbuch, Founder of Mindful Marketing
Did you like watching Sesame Street?  For almost 47 years children have had fun learning from their fuzzy TV friends things like counting, reading, and respecting people.  Yes, Muppets can make almost anything interesting, but should they be educating about infectious diseases?
 
Elmo and Raya, a teal-colored girl Muppet, are appearing throughout Latin American and the Caribbean in public service announcements (PSAs) aimed at educating about the Zika virus.  If you haven’t heard, the World Health Organization has declared the mosquito-borne disease a public health emergency, while the Centers for Disease Control and Prevention (CDC) has given Zika “Level 1 activation,” the agency’s highest response protocol.  There are currently about 40 countries and territories in the world with active Zika virus transmission.

Why is Zika worthy of such worry?  Individuals bitten by the Aedes mosquitos that carry the virus experience rather minor symptoms (e.g., “fever, skin rashes, conjunctivitis, muscle and joint pain, malaise, and headache”) that usually last for a week or less; however, babies born to Zika-infected mothers suffer much more dire effects.  The infants often emerge with microcephaly, a condition characterized by undersized heads and inadequate brain development, which leaves those affected significantly disabled for the rest of their lives.
 
Zika is certainly a serious problem for individuals infected and for our world.  That kind of gravity is not what you’d think of sharing with grade schoolers or younger children; yet, Sesame Street, in partnership with the Pan American Health Organization, is taking on the virus in 30 second TV spots, voiced in English, Spanish, and Portuguese.
 
In one PSA Elmo and Raya provide tips for preventing mosquito bites, such as keeping screens on windows and doors, using insect repellent, and wearing long sleeves and pants.  In the other announcement the Muppets suggest battling the bugs by covering trash cans and removing standing water.
 
As might be expected, there’s nothing about the Sesame Street PSAs that’s fatalistic or graphic, besides Elmo swatting at one particularly pesky mosquito in the first video.  So, it’s practically impossible that any child would be traumatized by the ads.  But then again, how helpful can it be to share these tips with toddlers?  Young kids aren’t in control of most of the things the PSAs mention.  It’s their parents, grandparents, etc., who buy clothes and put screens on windows, so what’s the point of telling children how to combat Zika?
 
Well, anyone who has children knows that they are master influencers.  Not only are they adept at asking for and getting things they see and want, they’re also experts at calling our parental hypocrisy.  For instance, “Dad, you make me wear my seatbelt, so why aren’t you wearing yours?”  Similarly, if they learn there’s something socially responsible that the family should be doing, they are often the ones who hold the household accountable.
 
It’s also important to remember that young children soon become older children, and eventually adults.  It’s helpful, therefore, if kids internalize the right messages at an early age so they can develop and maintain good behavioral habits throughout their lives.  Sesame Streets’ PSAs, therefore, may serve the same purpose as for-profit companies’ ads that aim to “get consumers while they’re young.”
 
Finally, there have always been and always will be unfortunate occurrences that kids need to know about for their own safety and that of others—fires, wars, terrorism, natural disasters, abductions, etc.  As much as we’d like to shelter our children from the knowledge of these realities, censorship poses a much greater risk.  Unfortunately what kids don’t know can hurt them.
 
Fun-loving, family-friendly brands like Sesame Street usually don’t want to associate themselves with topics as terrible as pandemics.  However, with its Zika-fighting PSAs, Sesame Street creates stakeholder value and upholds societal values, showing its genuine concern for the families it serves, as well as for the world in which we all live.  So, the Sesame Street letter of the day is “M,” as in “Mindful Marketing.”


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18 Comments
Adeline
3/28/2016 04:17:45 pm

I found it very creative to have a PSA through Sesame Street. Children between 3-5 years old are the ones who would most likely watch the show, and though they are young, it is important for them to have an idea of what Zika is. By giving them a simplified version of the effects of Zika and how to prevent it, they are being given tools to help them even as they grow older. Also, children at that age tell their parents everything they watched or heard about during their day. If their parents actually take the time to listen to what their child is saying, it could serve to educate the parents as well.

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Leonardo
3/29/2016 07:44:44 pm

I think using Sesame Street to make a PSA is very smart. When children learn something new and important, they will probably talk about it with everyone. Also, kids can impact their parents and raise awareness to problems like this. Thus, it is a effective way to educate both children and their parents.

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Caitlin
3/30/2016 06:38:40 pm

I think that using Sesame Street to inform children about Zika is a smart move. Children are influenced by what they see on television and often act it out. The creators of this PSA are wise in the way in which they use Sesame Street. They are not showing the horrors of what Zika can do, but instead using a role model to show children how to prevent it. If the creators had gone about this PSA in a different way I do not think that it would be mindful marketing at all.

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Davis
3/30/2016 08:31:19 pm

Using Sesame Street as a way to make people aware of a disease is a great idea. Children will be intrigued by these commercials and listen to what Elmo has to say. They will also probably explain Zica to their parents or have the parents present while they are watching television. This is a great way to announce the disease to families, to which this problem greatly affects.

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Abigail
4/1/2016 12:59:25 am

I think with the right intentions and appropriate viewings on Sesame Street, it is mutually beneficial to raise awareness about Zika. For one, families would be able to prevent Zika with the knowledge given to them by Sesame Street. On the other hand, PSA and Sesame Street can continue to work together to be a success. Overall, this implementation seems to be a good idea more than it could be bad.

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Sarah
4/1/2016 04:18:59 pm

I think its a great idea to use Sesame Street for PSAs. It brings an age appropriate explanation to children of situations that are hearing about. The Zika virus has been all over TV in the US and must be even more in South American countries that are dealing with the virus. Giving children more understanding about the issue will influence them as they deal with it now, when they grow up, and the adults in their life.

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Jeannie
4/1/2016 04:49:24 pm

I think the idea of elmo explaining to children what zika is and how to prevent it is brilliant. If children are told by elmo that by covering trash and closing doors or screens they are helping to get rid the bug that causes zika, for some reason these children are more likely to listen after hearing it only once from elmo rather than hearing it dozens of times from their own parents. This is a scary thought, but I am speaking from experience and it is true. Because children absorb so much of what they hear, I think it is important to have informational sections that are not too scary for children like this so that they grow up with these habits being second nature instead of trying to change bad habits when they are older.

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Austin McNamara
4/1/2016 08:12:53 pm

I personally agreed with everything the article presented. I feel that teaching children about this material is beneficial towards both the children and the adults. In particular, if the child comes to the adult with a question about the program, it would force the adult to watch it with them. This, in turn, also further engages the adult with the children, which creates a better bond. In addition, one is more probable to trust Sesame street than a random article online; as such, the marketing presented by Sesame street is superb.

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Carissa
4/3/2016 10:46:38 pm

I think we'd be surprised by what we retain as children, therefore, I do think it is really important that children's shows do teach important information such as how to prevent a virus from spreading. One of the primary ways that children learn is through silly songs and motions, so if these shows can utilize that by teaching very important and practical tips for how to prevent the spread of germs and diseases, then I think they should continue. And if anything, maybe the parent will be watching too and learn something as well.

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Yosselin
4/4/2016 02:16:12 am

I think the Sesame Street PSA is a great idea that service the community well. As we all know children communicate everything whether they are asked or not. So it's simple and smart way to get the information across to families and friends. The ad has made it easier to understand the disease without harming or corrupting the mind of children. I am really content with this ad and feel like there should be more like it.

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Dawson
4/4/2016 11:40:03 am

This cooperation between Sesame Street and Pan American Health Organization is so cool! Educating kids while they are young is so important, especially when it is something like this. We have to be very careful when we tell kids things because odds are they will automatically believe you. I think this marketing is both mindful and helpful. It is beneficial for kids to learn about this subject now, and teaching them through a medium they understand like Sesame Street is very smart. I loved learning more about this!

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Stefanie
4/5/2016 12:22:29 am

I personally never got into watching Sesame Street as a kid but I can still see the value of taking this avenue to incorporate practical awareness and action. I think this partnership between Sesame Street and the Pan American Health Organization is a great idea. The message conveyed is both helpful and harmless. It educates and equips kids with practical tips in a fun and thought provoking way that will undoubtedly help to spread the message back to parents from a different angle.

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Vanessa
4/5/2016 02:52:07 am

I think we underestimate how much children can actually learn. So having Elmo involved to explain Zika was a brilliant idea. I think that was respecting children and acknowledging the fact that they have the rights to be correctly informed. They shouldn't be left out just because we think they can't understand.

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Holly
4/5/2016 03:01:05 pm

Targeting children in marketing is usually an ethical slippery slope, however in this case, I think it's a rather genius idea. Children indeed sway a lot of house hold decisions. Keeping them informed in a non threatening and informational manner can do mountains of good for public health. Even if this information goes over the kids heads, there is usually a parent or guardian watching these programs with them who will perceive the information. This is an all around spectacular marketing tactic.

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Ethan Kadar
4/5/2016 04:11:45 pm

I think this is a great example of mindfulness. I really appreciate the effort to raise awareness in children, especially of very dire diseases and illnesses that can plague us if we do not take appropriate action against them. This is very encouraging.

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Clayton Mohler
4/5/2016 04:33:08 pm

I think it is a great marketing decision for them to educate kids at such a young age on this important topic. More than that, it's communicated in a way that is entertaining and understandable for these young minds through Sesame Street. Great marketing method

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Stephen Reed
4/5/2016 04:35:07 pm

I think using sesame street explain Zika to kids is a very helpful and easy way to do it. I agree with all of the article mainly because the best way to educate kids is by having fun and with the sesame street characters it will get the job done. This will influence childrend's decisions.

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Isa
11/9/2018 12:29:23 am

I think that using Sesame Street to explain the Zika Virus to children is a great idea. As Dr. Hagenbuch mentioned in the blog post, young children become older children and it is important for them to become aware of the possible illnesses in our world. This way they can be informed individuals. However, this may be a difficult topic to explain to young children, but it may even help parents find ways to bring awareness to their own children about such illnesses.

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