November Fast Company Article

Her Message is What Matters by Pamela Kruger

In a world of seemingly endless global issues - the question of "How are you supposed to solve the world's problems?" appears to put most of us into a lapse of cynicism. Yes, the issues of ethnic cleansing, global warming, etc., are a bit much to consider - at least in my book.

But this article takes a refreshing look at Nell Merlino, president and founder of Strategy Communication Action Ltd., and what she is doing to create social change.

Merlino has made a "thriving business out of turning difficult social issues into popular campaigns." One of her most well know campaigns - Take Our Daughters to Work Day - has put her on the cutting edge of creating public-information campaigns.

It is always refreshing to hear about how people can take what seems to be an almost overwhelming issue and actually do something about it to create social change. The article tells about how she was asked to publicize the gloomy results of a study that showed that girl's self-esteem often takes a nose-dive during their adolescent years. Merlino - remembering how inspired she had been by watching her father at work - came up with a simple and powerful symbolic event to put a positive twist on a negative issue - the take your daughter to work day!

Merlino states that "A lot of issues sound so huge that people feel overwhelmed. But if you give people a more positive way to express their feelings, they'll jump on it." How true.

What a lesson for us in Extension - as we often feel that some of the issues we face are overwhelming - with "youth-at-risk" being at the top of my list. Merlino's philosophy of looking for the positives as a way to involve the masses - we too, can hopefully help create social change.

-- Anonymous, June 20, 2000