Ethical issues in pro‐social advertising: the Australian 2006 White Ribbon Day campaign

• The Australian White Ribbon Day 2006 campaign was severely criticized by mental health professionals and those working in the family and domestic violence sector because of depictions of suicide and self‐harm in the television advertisement and accompanying promotional materials. The White Ribbon Day (WRD) National Leadership Group (NLG) rejected all requests by concerned groups to not use these campaign materials. They and their apologists claimed that such violent imagery was necessary to attract men's attention and was being misinterpreted as depicting suicide attempts.
• With preliminary ethics approval we set out to assess reactions to the television advertisement. After 24 interviews, the testing was terminated by the university research ethics officer after two male respondents demonstrated significant distress after viewing the ad. Furthermore, the results by that stage showed that there were perceived messages of suicide in the ad. These results were sent to the WRD NLG with a request to reconsider proceeding with the television advertisement and associated materials. Mental health and domestic violence organizations lodged similar requests. All requests were rejected. The case raises a number of ethical issues for pro‐social organizations when dealing with sensitive issues and using execution techniques that may impact negatively on vulnerable audiences.

Copyright © 2009 John Wiley & Sons, Ltd.     

YouTube: a new space for birth?

Birth, in many societies, is considered to be a private affair. Although health and medical professionals usually assist, the only other people who share the birth process with mothers are their nearest and dearest. With the rise of information communication technologies, however, birth is no longer an exclusively private event. Some women are now sharing their birthing experiences with millions of viewers who are part of the online video ‘community’ YouTube Broadcast Yourself. Searching the word ‘birth’ on YouTube results in close to one million ‘hits’. This article is based on a small-scale, qualitative research project, which involved viewing and making notes on several hundred online videos of birth on YouTube and the accompanying posts and commentaries about the videos. These data were analysed through a feminist, poststructuralist and geographical lens. Throughout the article the term ‘cyber/space’ is used to highlight the mutually constituted nature of ‘real’ and virtual spaces. The article concludes that although YouTube has the potential to open up new windows on birth, this potential is not yet being realized. YouTube does not overcome or render insignificant material expressions of power, instead it typically privileges US experiences of birth, reiterates discourses of ‘good’ mothering and censors particular (mainly vaginal) representations of birth.     

Alice Springs: From Singing Wire to Iconic Outback Town

Alice Springs: From Singing Wire to Iconic Outback Town . By Stuart Traynor (Adelaide: Wakefield Press, 2016), pp.456, AU$39.95 (pb).     

Rural development from the ground up: agro-food initiatives in Tasmania

Concerns about the decline of rural agricultural communities have recently refocused on new economic opportunities available in regional food production. This article analyses three on-the-ground case studies of rural development projects in Tasmania, Australia that aimed to develop new regional food opportunities. It analyses these projects to identify how local food producers can create viable economic alternatives in rural settings. The projects illustrate that the existence of regional food assets alone is not enough to guarantee economic development success: rural producers need connections into relevant knowledge networks if they are to identify and respond to new agro-food market opportunities.