As the founding director of The Global Media Center for Social Impact (GMI) at UCLA’s Fielding School of Public Health, Sandra de Castro Buffington passionately analyzes where mass media and positive social change meet.
I was curious about Sandra’s take on how mass media might play a role in creating nonviolent culture, so I interviewed her for the Summer 2015 issue of Emergence magazine (more on this below).
Sandra’s recent TEDWomen talk will inspire anyone seeking a deeper passion and purpose—or what she calls “super power.”
Stay tuned for my Q&A with Sandra—Emergence will reach your mailboxes soon (for those who are not lined up to receive the print version: we’ll be offering you a digital version). For now, you can learn more about Sandra with some details you won’t see in the final version of the Q&A.
For example: Sandra was born in the U.S. to a Brazilian mother and an American father; she grew up in Chicago and spent her childhood summers in Rio de Janeiro. Her honors include leadership awards from USAID and being named one of the “100 Most Influential Hispanics” in the United States by PODER Hispanic Magazine.
Also: Sandra founded GMI in 2013 and plans to bring the center’s model to other entertainment capitols. With this goal in focus, she has worked in India’s Bollywood and opened an office in Nigeria’s Nollywood. “There’s need and there’s demand both to be able to infuse entertainment industries around the world with stories and messages that awaken people, that elevate consciousness, that help people learn and ultimately to take action,” she explained.
And: Sandra collaborated on a 30-second ad about vasectomy for Brazilian TV audiences. The playful campaign, which featured two dancing hearts, increased vasectomies performed by 80 percent in Sao Paulo and won seven international advertising awards, including a Bronze Lion at the Cannes Film Festival in 1990. “I learned that making something unknown or taboo a household word via mass media was a predictor of behavior change,” she said.
Speaking of super powers: in Metta Center’s latest video, everyone is a super hero (have you seen it yet? If not, check it out!).
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By: Kimberlyn David
Kimberlyn’s mission is to bring transformative approaches to work, leadership, and changemaking. Along these lines, she guides retreats, teaches emancipatory yoga, and develops communications and wellbeing initiatives for ethical brands. She contributes to Metta Center outreach and educational programs on a regular consultative basis. Learn more about Kimberlyn on her website: kimberlyndavid.com.
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