MINNEAPOLIS (Nov. 10, 2015) — Throughout the summer, Asian Media Access (AMA) has launched a Bicultural Active Living Lifestyle (BALL) Guerrilla Marketing at the North Minneapolis.
AMA youth has taken Stencil Arts to develop their own Guerrilla Marketing strategies. In order to reach our targeted audience-African American/Black and Asian American members and support a policy, system and environment changes, AMA has worked with a group of talented youth of color over the summer. By the end of the summer, supported by a group of talented youth, AMA has hit the streets with daily door knocking activities to invite the neighbor to join the BALL movement, and put out 163 stencil arts as colorful Asian Zen Symbol, and on top of it – the word of “Exercise.”
Additionally, home owners can have choices of the language of “Exercise,” as a conscious effort to engage and honor diverse cultural residents in Northside. Besides, the stencil arts beautifying the sidewalks and reminding people to exercise, our Campaign has generated:
• BALL Educational Materials (Booklet, Brochure and Folding Card) targeting the public and will be translated into Hmong and Somali;
• 10 Bus Shelter Posters with 13 fruit cartoon characters to promote the BALL to families;
• A series of animations/posters with 13 fruit characters will be posted at Northside elementary school cafeterias;
• 25 1-min street video testimonies in diverse languages to be used through social media;
• 36 peer-to-peer Awareness Postcards targeting Junior High and High schoolers;
• 22 1-hour radio shows under the label A4A*Story411 (“Arts For All with Stories from 55411”) targeting young adults;
• 2 Video PSAs targeting professionals to urge for the Bicultural Healthy Living;
• 8 outdoor cultural exercise demos; and lastly we have conducted more than 300+ Sidewalk Chats with the neighbors, to connecting people and exercise together.
As our targeted audience-African American/Black and Asian American members have experienced low levels of fruits and vegetable consumption and low physical activity, with high obesity rate (around about 20 to 24.9 percent of adults being obese respectfully).
BALL is not only about exercise and food, but also a healthy living lifestyle while navigating two or more cultures, promoting the understanding that society is composed of fluid cultural communities that has the ability to find cross-cultural solutions for local, national, and global challenges to strive for the collective good.
Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’.
The term guerrilla marketing was inspired by guerrilla warfare, which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Many of these tactics includes ambushes, sabotage, raids and elements of surprise. Much like guerrilla warfare, Guerrilla Marketing uses the same sort of tactics in the marketing industry. Most importantly, through Guerrilla Marketing, we have planted the seeds with our next generation, not only they have learnt new skills, such as Photoshop, film making, and postcards production. But also they can apply these skills to promote Bicultural Active Living Lifestyle. They now understand – what is Bicultural Lifestyle means, and how to navigate between two cultures; how to live healthy, include eat healthy, be physical active, open to more new perspectives; and how to educate others to joint the BALL movement. A successful mobilization within the Northside for Healthy Living with a Youthful and Bicultural Approach!!!
We see stencil Arts not only:
• Beautify the neighborhoods and remind people to exercise
• Empowered cultural/linguistic isolated residents to value their own cultural exercise through diverse channels/languages, teaming up with simple messages and appealing graphics
• Spread the awareness at various surprising places to catch people’s attentions
• Create a movement from within by honoring each other’s culture
• Connect people and exercise together, and encourage people to think to walk more, exercise more often
By wearing beautiful costume, listening to traditional music, stepping into ancient footsteps, walking/exercising on the beautiful sidewalks, we hope through the stencil arts, people of color community can think to exercise and better understand the meaning of EXERCISE.
Your Involvement is the Key
“I can’t say enough how creative your stencil arts idea is, not only beautifying the neighborhood, but also encourages me to walk more to find other signs.” — Northside resident Chou Xiong.
“This summer, I am glad to learn the Bicultural Healthy living, I know it is the ability for immigrants and refugees to bridge two cultures, the American mainstream culture and our culture of origin, into one that allows us to live healthfully and happily.” — AMA youth intern Aeola Lu
“Working with young people to incorporate their creative juice into the BALL Campaign, truly reflecting the spirit of the Guerrilla Marketing.” — Xianping He, Coordinator of the BALL Campaign