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What Happens When Music and a Message are Combined?

Kate Pawelczyk

Earlier this week UNICEF released a unique new video in support of their #ENDviolence initiative, designed to inspire children to take action against domestic violence in their own lives and communities. The video features the evocative single ‘Gita’ from Moderat’s new second record. It was the first time I have listened to the band and I like the song a lot, and really like the idea of using great music to say a little more...

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  • gregdoxey

    I'm a musiocian as well and music has always been a way to deliver a message. Mavin Gaye and James Brown spoke about social issues in there lyrics they just did't have access to social media. Rap first game out as a vehicle to information to our communities. I personally feel it the music did a 360. bUT MUSIC IS ONLY THE CORNERSTONE TO GET CONVERSATION STARTED BY NO MEANS WAS IT TO SOLVE PROBLEMS JUST LIKE THAT....or you just setting yourself up for failure. ijs.

  • Carina Cristiano

    I too can appreciate the drive to unit music, social media with powerful advocacy messages. I wish it was that easy when it comes to domestic violence. Great way to start a conversation, but truly the child is at risk sometimes for protecting the parent. Also, the victim sometimes will side with the abuser over the child. Alienating the child all the more and putting them more in isolation. I feel the outcome is oversimplified and could put a child in harm's way if they believe it was that easy to resolve.

    • Kate Pawelczyk

      Hi Carina. I think you are 100 % right - those things happen all the time and are in part the reason why child and domestic abuse are so difficult to address. Certainly there is also the issue of the authorities not wanting to get involved etc. The video does present one simple narrative but it was designed with an inspirational message and a happy ending.

    • Kate Pawelczyk

      I have. It is a really cool idea. In SA we also have counselling for young people who use the country's biggest mobile-based social network (available on even very simple phones). I love when technology is applied for a really powerful purpose.

        • Kate Pawelczyk

          I think that so long there is an understanding/recognition that tech isn't a solution for everyone (especially the most vulnerable), then I think we are on the right track, because access to tech is growing exponentially. At the same time, that tech-no how can be applied to help those who are responsible for helping the hardest to reach (social workers, nurses etc) and there are good examples of that too from all around the world too. My big issue is when a developer comes with an iOS only app for example, and says they want to solve problem X,Y,Z. The problem should be the starting point, not the technology. A few weeks ago I was listening to a presentation where the designers of a community health worker mobile training programe in India spoke about their design. One of the things they said was that given illiteracy among the community workers they had to use voice rather than the (typically more popular in tech 4 dev) sms capability of the mobile phones.

          • Alessandra Rizzotti

            Interesting. I hope that there can be more communication between developers and people that are actually on the field. It would be interesting to hear more about things you notice like your point about how the problem (not the tech) needs to be the starting point of solving an issue. Maybe sharing examples via linkshares would inform our tech community about how to improve their approaches to the social impact space.

  • Alessandra Rizzotti

    I totally agree that more musicians should be partnering with orgs to create videos like these. Did UNICEF work with the musician to make this video or did they just ask for rights to the music?

  • Jackie Ramirez

    Great share Kate, this is a great way to get kids' attention and show them how to end the cycle of violence. I wouldn't doubt if we see more PSA in this format.

    • Kate Pawelczyk

      Music vids are so popular and bands spend a lot of budget on them - I think it is a great way to spread more positive messages through such a powerful medium.

      • Jackie Ramirez

        I'm with you on that. Every time I hear an inspirational song I think of a great PSA or awareness video that could go with it.

  • Hillary Newman

    Wow - I couldn't take my eyes off this video. And, the music made it all that much more intense. Thanks for sharing.