The “WE” Generation as an Identity Campaign

Check out this video, published by Generation “WE”, as a candidate for being an identity campaign:

[Link to video]

Identity campaigning builds upon aspects of core identity to engage people around intrinsic motivations.  It challenges conventional ideas about rational action and self-interest.  And it calls upon people to become more empowered and engaged in personal transformations in order to solve societal problems.

Notice how the children in this video are not calling upon you to make better purchases (the consumer mindset), nor are they asking you to vote for a specific candidate or policy (a consumer transaction).  Instead, they are calling on other children to unify and set their shared identity around an empowering set of core values – opennesses, tolerance, mutual respect, compassion, civility, engagement, etc.

How is this different from other campaigns?  Will it prove more effective than other contemporary approaches?

This blog was originally posted on Identity Campaigning.

Joe BrewerThe “WE” Generation as an Identity Campaign