President, Social Marketing Services, Inc.
Affiliate Instructor, University of Washington
Strategic Advisor, C+C
Social Marketing Strategy: Inspiring Citizen Engagement with Real Stories about Real People
Where Sighted: Local Newspaper
Social Issue: Wildlife Protection
An article in a local newspaper Mercer Island Reporter on 8.5.26 highlighted an “heroic” act, with an intention to inspire future similar “Behaviors.”
The story described a pair of residents who had “jumped into action when they spotted a raccoon trapped with a stuck head in a residential fence.” When they were not able to get the raccoon out from the wires, they “walked to a nearby hardware store and purchased wire cutters in order to snip the fence and help provide the raccoon a way out of the tight spot.” Local police came to help and the raccoon was released and “returned to the wild.”
Clearly, the article was “uplifting”, recognizing an “heroic behavior”, as well as intending to inspire citizens to take similar actions for similar future situations needing their “help.”
Source:
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