People
always use the expression “sticks and stones may break my bones but words will
never hurt me.” But that’s not true. Words matter. They have the power to make
our days great or completely destroy our moods. I have had many experiences
with this word battle. Not only did I win the word battle, but I won the word
war.
Being
a fifteen-year-old girl is harder than it seems. Girls are constantly trying to
fit it and compare themselves to others. For me, going to school every day was
a struggle. During the end of my sophomore year, I was bullied verbally. Girls
who thought they were better used words to tear me down. They called me “fat”, “ugly”, “useless”, etc. It
was their goal to make me feel horrible. For a while, they won. My life
revolved around negativity and I didn’t try to stop it. But one morning I
watched the sun rise. I then thought of the word “beautiful.” I went over to
the mirror and repeated the same word. I then started a personal ritual. I
would look in the mirror and say a positive adjective about myself: “Courageous,
funny, confident, caring, loveable.” The words just flowed out. The positive
outweighed the negative. The ritual showed me that all words may have power but
encouraging words were much more powerful. This helped me overcome my bullies
and I won this word war with pride.
My
experience has helped me to never forget that words have an unstoppable power.
Words can hurt, but they have the ability to heal and help. Only humans have
language that captures emotion. With the world that we have today, positive
words have the ability to make a huge impact and can turn anyone’s day around.
Positive and encouraging words create great energy that everyone should have.
Right now in the year 2013, America
is going through tremendous struggles. With problems like a damaging economy to
bullying in high school, people are looking for positive words and energy right
around the corner. Positive words mean more to us now that ever. Foundation for
a Better Life’s goal is to send positive energy and vibes to the American
population by using simple words that easily captivate the human eye. The
creators send motivational vibes through billboards and TV commercials that
rely on a few words and a straightforward image to lift people up instead of
knock them down.
Philip Anshutz founded the
Foundation for a Better Life in the year 2000 when he threw down 700 million
dollars to start up the “Pass It On” campaign. The non-profit organization is
all about promoting positive values. The employees of the Foundation for a
Better Life want their viewers to pass on these amazing values to others. From
the start, they wanted to simply make a difference in the world. Their messages
are communicated through billboards, television, radio, and Internet. The first
campaign launch was on November 9, 2001, a couple months after the September 11th
attacks. More than 10 million dollars was spent on the first campaign and
10,000 billboards, posters, and signs were put up all around the world. The
“Pass It On” campaign became an instant hit and 12 years later the campaign
still lives on and has now 55 billboard values and a total of 92 inspirational
values. The Foundation for a Better Life has been recognized and received many
awards and recognitions from non-profit organizations such as Cine, Creativity
Awards, Gabriel, and Parents’ Choice Award. The organization has been growing
with their advertisements and website, but the most effective form of
advertisement has been their billboards placed on highways in America and Times
Square in New York City.
Even though the physical design of
the billboards is simple, the meaning behind it is the opposite. On the left
side, the designers put a picture of someone who is a role model. It is usually
someone who is famous. But the campaign doesn’t use celebrities just because they’re
famous. The campaign wants to make people see that the celebrities go through
daily struggles just like everyone else. Not only do the celebrities take on
those challenges, they work through them and conquer them. On the right of the
billboard is a very short caption that describes an achievement that particular
celebrity has accomplished.
Underneath
the caption is a single word or a few words that sum the whole billboard up.
The word is outlined in red and stands out. That word is the most important
part of the billboard because it brings everything together. That single word
or few words has the ability to make the viewers have a more positive outlook. The
best part about it all is that it makes the viewer think. The whole idea of
adding a word in each billboard is to help the viewers realize all of the good
they have in them and what they can accomplish. It emphasizes just how
important words are and how they help us really believe in ourselves. On the
Foundation’s website, The Outdoor America Association stated that the “Pass It
On” campaign billboards are “...the most successful public service campaign in
the history of outdoor advertising.”
One
billboard that has 38,871 views is a picture of Mia Hamm in mid scream, with a
caption to the right saying, “Kicked her way to the top.” The value that was
chosen for that billboard was “passion.” That value really does bring the whole
billboard together. With Mia Hamm’s facial expression and the caption, it is
clear to see that passion is the word that fits best. The website quotes Hamm’s
words. “Her wise words to live by are simple… ‘If you don’t love what you do,
you won’t do it with much conviction or passion.’”
What
is fabulous about the Foundation for a Better Life is that they have resources
that their viewers and supporters can use to get more involved with the “Pass
It On” campaign. Their website offers people to write their own inspirational
stories and create their own billboards with personal values that are important
to them.
Values
must be actionable, freely given, and internal. Values are morals that inspire
behavior. What must be on every viewer’s mind when they see the billboards is
why do they choose those certain values? Well, I wondered that very question,
too. I took the liberty of emailing the Foundation, and I received a very
thorough response from a Foundation employee who would like to remain
anonymous. “Our goal is to select values we feel most individuals will find inspiring
and relevant. These values reflect the input of a large and diverse group of
people. The Foundation does not have any political or religious agenda, so that
people from all backgrounds might feel uplifted by these messages of
encouragement and hope. Our objective is simply to promote a wide spectrum of
values by providing an uplifting message around each one.” The anonymous
Foundation employee’s overall point is that they want the values to relate to
their viewers in a really positive way. Also, when reading this e-mail, the
words that stood out were “inspiring,” “relevant,” “encouragement,” and “hope.”
Those four words are what the Foundation wants to pass on to their supporters
and viewers.
The
main message of this campaign really struck home for me. As a girl who has conquered
her demons and is beginning a new journey in life, I sometimes forget what my
main values are. The Foundation for a Better Life’s “Pass It On” campaign
helped remind me about the positive aspects about myself. In fact, I did a
little exercise that really helped me discover my core values that I will have
for the rest of my lifetime. I went to the Foundation for a Better Life’s
website and looked through the list of values they chose. I chose twenty-one
values that stood out. Next, I narrowed down the list to seven. After, I chose
one that really described me. That value happened to be “believe.” I wasn’t
surprised. If you believe in yourself, you have confidence, and if you have
confidence, then you can overcome your personal challenges. When I was in front
of my mirror listing all of my good qualities, it was because I started to
believe in myself. I believed that I could do anything that I want to do.
The
campaign clearly has great energy and has impacted many people, not just me.
People have posted YouTube videos about their own take about the “Pass It On”
campaign. Others posted videos sharing the idea of the campaign and made their
own commercials. The videos are either very professional or not professional at
all. But the message of the videos is the same, which is to pass on all of the
positive values to everyone.
Whether
through radio, Internet, television, or billboards, the Foundation for a Better
Life has made their mission the world’s mission. The “Pass It On” campaign has
clearly been very influential and is continuing to spread. The campaign’s
positivity shines through and has already helped me in a very short time. I
hope more people will seize the opportunity to become more involved with the
Foundation for a Better Life because the world could always needs more
optimism.