"A World of Difference" America's population is rapidly becoming more racially and ethnically diverse. By year 2000, so-called minorities will form the majority in more than 50 U.S. cities; one in three Americans will be persons of color. Clearly, we must work together to promote better understanding among people of all backgrounds. We must develop new ways to combat bigotry and discrimination.
A World of Difference was developed to do just that. The campaign is a successful television and school-based prejudice awareness project. Already it has helped dozens of communities- from Beaumont, Texas to New York City- recognize and celebrate their rich heritage of racial, ethnic and religious diversity.
Developed in Boston and distributed nationally by the Anti-Defamation League (ADL) and the Wishnow Group Inc., A World of Difference has evolved into a national campaign airing in 25 major TV markets, including 17 of the top 20 areas of dominant influence, reaching almost 50% of all US households. It counts among its accolades a Peabody Award, a national Emmy Award, and a Presidential Commendation.
A World of Difference provides the tools to help children and adults understand and respect differences, examine prejudicial attitudes, recognize the positive nature of diversity, and feel comfortable interacting with people different from themselves.
The A World of Difference project is programs that last an hour and lessons that last a lifetime. It is people discovering that they can make a difference.
Now, your station can bring A World of Difference to its viewers...
The A World of Difference project maximizes your station's power to positively influence one of America's most pressing issues while building a powerful station image and adding to your audience share.
Reformulated to meet the special needs of markets like yours, A World of Difference is comprehensive, competitively-priced and simple-to-use.
A World of Difference stations receive a total campaign package which includes:
Over 8 half hour and 5 one hour long form programs - many are award winning:
- More than 20 sophisticated PSA's (:10's, :20's, and :30's) to be locally tagged;
- 10 children's puppet spots
- 16 vignettes designed for sponsor adjacencies
- Animated project logo, sound bed and stings to help you craft your own spots;
Print graphics:
- Ad copy, poster/calendar artwork, publicity and other promotional materials;
- A step-by-step guide for project implementation;
- A sales tape designed for local customization;
- Optional, in depth program-related educational materials.
The A World of Difference project provides a turn-key approach to help your station do what it does best - involve, educate and set the public agenda in vivid and constructive ways. Unlike other national efforts, A World of Difference is more than just good TV and printed materials - much more.
A World of Difference is an established, 18-month-long prejudice awareness project based in the media and the schools. It is designed to combat community racial, ethnic, and religious friction in a responsible and constructive way.
With young people as a target audience, your station receives optional A World of Difference educational component that can benefit your community while providing you with an added revenue source.
By distributing the teacher/student material to local schools, your station provides materials that become a valuable in-school resource - and combined with the programming can go a long way towards helping your station meet its obligations under the "Children's Television Act of 1990".
Based on ALD's recent project experience with over 100,000 educators, reaching some 10 million students, the optional camera-ready teacher resource guide includes:
Lesson plans and activities tailored to the TV programs and to issues of living in today's diverse society:
- Guidelines for addressing sensitive issues in the classroom;
- Definitions of important terms;
- Bibliography of additional teacher/student resources.
Should participating schools or businesses desire, the project can also provide, for a reasonable fee, linkage to a national network of coordinators and trainers, for an on-site consultation.
The resource guide is designed in a simple and attractive tabloid format for easy and inexpensive reproduction by local sponsors, schools or newspaper. It contains ample promotional space for station and client logos, and other local information. This comprehensive educational component can bring on-going recognition, through the schools, to your station and clients for years to come.
The A World of Difference project is designed to be a potent revenue source for your station.
A World of Difference can help your station:
- Preserve existing ad dollars;
- Capture a large share of current advertiser budgets;
- Develop new advertiser revenue;
- Allow your advertisers to reach both children and adults.
The A World of Difference project comes wit a sales package to help your staff secure local sponsors. A high quality campaign videotape presentation with a script for customization, print graphics and promotional materials are also included.
Sponsors not only receive valuable on-air exposure but each organization's name and logo, along with that of the ADL, can be included on all campaign materials.
A World of Difference enhances your station's image while maximizing your revenues.
You Can Make A World of Difference
The A World of Difference project has been eagerly embraced by stations like yours, helping them to:
Reinforce their public profile:
- Maximize advertising revenue;
- Meet their public service commitments;
- Provide quality, constructive, entertaining programming on an important and timely subject;
- Positively impact the quality of life in their community.
Many of us still believe that we can make a difference in the world. Confronting the problems of prejudice and bigotry, and highlighting the accomplishments of America's ethnic, racial, and religious groups, reminds us that civil rights are for all - not just a privileged few. And as we move toward the demographics of the 21st Century, these lessons will become even more vital.
The A World of Difference project is much more than TV and educational resources. It is people talking with one another, discovering similarities, respecting differences. It is breaking down barriers and building coalitions. It is a learning process and a celebration of life.
