Today is Pink Shirt Day. It used to be Pink Shirt Day in Vancouver. Now, six years in, people across Canada are taking a stand against bullying. I first heard about the anti-bullying initiative in 2008 on Vancouver-based radio station CKNW. (If you haven’t seen this year’s TV commercial, invest the 30 seconds. It’s brilliant. The link above will take you to it.)
How does an idea go from zero to this in six years? Some organizations work for multiple decades and achieve less awareness. Here are some observations about Pink Shirt Day’s communication strategy:
- It’s relevant and timely.Leading up to the first Pink Shirt Day, bullying incidents had been covered significantly in the news. One story in particular provided impetus for the day. A Nova Scotia youth arrived for his first day of high school, wearing a pink polo shirt. He was mocked, but two grade 12 students, stunningly, sprung into action. (Follow the link above for more on the story.) This incident became a flash point. Clear across the country, in Vancouver, CKNW stepped up to draw attention to the issue and bring about change.
- It has a single focus and a clear goal. The folks behind the day applied the tested-and-true Keep It Simple formula. (Notice they are not trying to raise funds and awareness.) Continue reading