1. THE GUM GAME
Reframing Problems

2. Here’s my piece of gum. Chewed
up.
 How does it make you feel?

3. Does it make you feel,
WORTHLESS?

4. Have your heard of the “GUM GAME”?
 The GUM GAME was part of a now defunct
abstinence-only sex ed program.
 To illustrate the effects of peer pressure and sexually
transmitted diseases (STDs), leaders passed out a piece of
gum and asked students to take turns chewing it (some did).
The demonstration was completely voluntary, said teachers,
and the obvious purpose was to use the student's wariness
about sharing gum to demonstrate the risks of sexual
intimacy.
 According to one of the abstinence educators, the "gum
game" had gotten rave reviews from teachers and students
alike. However, a school spokesman disagreed.
 * Source: http://archive.lifenews.com/state2089.html

5. Reframe the problem
 This piece of GUM is to be used online as part of an online
PSA (public service announcement) to drive awareness of the
Elizabeth Smart Foundation.
 Elizabeth Smart recently spoke at a Johns Hopkins human
trafficking forum, saying she was raised in a religious
household and recalled a school teacher who spoke once
about abstinence and compared sex to chewing gum.
 "I thought, 'Oh, my gosh, I'm that chewed up piece of gum,
nobody re-chews a piece of gum, you throw it away.' And
that's how easy it is to feel like you know longer have worth,
you know longer have value,”
 The photograph of the gum is to be used on a website that
has been created that will link out to the Elizabeth Smart
Foundation.
 The photograph will also be used on social media profiles
designed to drive awareness of the foundation.

6. Social media + SEO plan
 A virtuous cycle, to help drive more
awareness
Search keywords
inform Social
content strategy
Social
conversations
drive Search
equity
Search
enhancements
improve Social
ranking
Social
conversations
inform keyword
strategy

7. The results
 The website is still nascent so there are no results yet.
 The site should incorporate SEO (search engine
optimization) to get in front of people searching
GOOGLE for related information. (Takes time to build
rankings in search engines)
 Social media profiles could be used support efforts,
and can also work towards supporting awareness of
the foundation.
 There will be Google Adsense on the site to drive
some revenue which would be donated to the
foundation.
 But aside from monetary value, the expected result
would be to create value for victims of rape and
human trafficking in an effort to remind them that they
are human beings and they are NOT worthless.