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KimJ
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05 Dec 2007, 7:57 pm

Campaign issues ransom notes

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"Twelve million American children and adolescents face daily battles with psychiatric disorders, yet childhood mental illness remains stigmatized, under-diagnosed and under-treated," says Dr. Harold S. Koplewicz, founder and director of the NYU Child Study Center, which is dedicated to preventing, identifying and treating childhood psychiatric and learning disorders.

"Left untreated, these illnesses can hold children hostage. That's why we've chosen to deliver our message in the form of a ransom note," says John Osborn, President and CEO of BBDO New York. "We hope the campaign will act as a wake-up call to families, educators and healthcare professionals, and spark dialogue so children can get the help they need."

The umbrella ad for the campaign says 12 million kids are held hostage by a psychiatric disorder. Help a child at http://www.AboutOurKids.org. Each of the six other ads addresses a specific disorder: ADHD, Asperger's Syndrome, autism, bulimia, depression and obsessive compulsive disorder. Each ad is in the form of a ransom note signed by the disorder with the tag line "Don't let a psychiatric disorder take your child." The notes are as follows (please visit "Ransom Notes" to see all the ads):

• We have your son. We will make sure he will no longer be able to care for himself or interact socially as long as he lives. This is only the beginning…Autism.

• We are in possession of your son. We are making him squirm and fidget until he is a detriment to himself and those around him. Ignore this and your kid will pay…ADHD

• We have your son. We are destroying his ability for social interaction and driving him into a life of complete isolation. It's up to you now…Asperger's Syndrome


These are going to go up in billboards around NYC and published in nationally read magazines. I think the "ransom notes" are demeaning and "untreated" is left rather vague.



CockneyRebel
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05 Dec 2007, 8:05 pm

I'm not held hostage by anything that I deal with.


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KBABZ
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05 Dec 2007, 8:07 pm

It's a genetic thing FFS, you can't get Autism and AS in the same way as Bulimia and ungenetic depression.

And besides, it's more often the people around us holding us hostage for having AS and Autism than the condition itself.


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KimJ
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05 Dec 2007, 8:11 pm

The campaign is headed by a general psychiatric org and as such, they are labeling everything "illness".



ixochiyo_yohuallan
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05 Dec 2007, 8:11 pm

There is something inherently wrong about their wording. I wouldn't use the "held hostage" metaphor even for devastating mental illness such as schizophrenia or bipolar disorder. Any more or less good psychotherapist will tell you that mental illness is not something "foreign" that takes hold of a person - it's something that comes from inside the person him- or herself, and treatment involves trying to make sense of it and integrating it back into one's personality, as much as anything else. It is also very deeply rooted in the person's biological and psychological make. Nobody knows where schizophrenia *really* ends and the schizotaxic personalities begin. Nobody knows where bipolar disorder ends and the cyclothymic personality begins. As for autism or AS, the condition and the personality seem to be inextricably fused into one, to a point where separating the two may be altogether impossible.

Speaking of this, for one, they are exaggerating wildly (it's apparent that many people with autism are capable of taking care of themselves and communicating, though in their own way, AS certainly doesn't mean "complete isolation" etc). They seem to be starting drama, which, like any drama, is intended to hit people's emotions first and foremost. It makes me wonder whether it is meant to make people choose certain treatments for their children, especially given that word "untreated" in that context. In other words, someone may be making money, as it has been done with ABA or psychiatric medications.



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05 Dec 2007, 8:30 pm

I have to admire the sheer brilliance of the ransom-note campaign as a marketing tactic. Play on parents' fears at the most primal level, then hit 'em in the hip pocket. Ignore the fact that these "illnesses" can arise from vastly different causes, but stress the fact that they all require expensive intervention.

Once again, it all comes down to money.



OregonBecky
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05 Dec 2007, 8:32 pm

That ad looks like it's put together by a group of people who are blinded by greed, not by compassion or reality.


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Tequila
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05 Dec 2007, 8:36 pm

OregonBecky wrote:
That ad looks like it's put together by a group of people who are blinded by greed, not by compassion or reality.


It'll probably work though.



OregonBecky
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05 Dec 2007, 8:47 pm

Tequila wrote:
OregonBecky wrote:
That ad looks like it's put together by a group of people who are blinded by greed, not by compassion or reality.


It'll probably work though.


I think you're right, unfortunately. People want the perfect conformist child, one who is unique, just like eveyone else.


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ShadesOfMe
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05 Dec 2007, 9:45 pm

I sure as hell am NOT held hostage!



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05 Dec 2007, 9:47 pm

How do we kill it? With fire? Fire's good. Makes things dead. And tasty. Yes. Use fire.


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KBABZ
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05 Dec 2007, 10:05 pm

OregonBecky wrote:
Tequila wrote:
OregonBecky wrote:
That ad looks like it's put together by a group of people who are blinded by greed, not by compassion or reality.


It'll probably work though.


I think you're right, unfortunately. People want the perfect conformist child, one who is unique, just like eveyone else.

Thought you said the Perfect Communist Child, but I guess it works!


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KimJ
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05 Dec 2007, 10:18 pm

The ad itself was created by an advertising agency (BBDO), but must have been approved of by the org. The ad agency produced it "pro bono" and it's going to be distributed as PSAs (Public service announcements).



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05 Dec 2007, 10:29 pm

Quote:
• We have your son. We are destroying his ability for social interaction and driving him into a life of complete isolation.


Really? Is that a promise?



Please?


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Danielismyname
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05 Dec 2007, 10:41 pm

Yeah, I am.

I don't really care about the social impairment aspect of it, more the vocational impaired part.



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06 Dec 2007, 2:40 am

Nice, so psychologically manipulating parents by putting them in the position, as being responsible for their child's "disability" is ok, as long as they get their child psychological help? Why would someone think they should get help for their child, from an emotional sadist who terrifies parents into beliving they're making their child suffer from something they were born with?


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