He needed a boat strong enough to survive the storms on the outside and the storms within.
The kids that came from nothing and worked and clawed their way to a “B” average were more like rawhide leather. They made it to where they were on school loans, caffeine and determination.
Coddled by schools and parents while being fed a constant stream of social media influencers, Xanax, weed and bullshit, they’re kicked out into a world that requires the street smarts of an alley cat and they’re just not that cat.
If your captain is telling you to row toward the rocks, you always have the option to stop rowing.
So first things first. You have to figure out where you are. This is your reckoning.
How to know what to do when everything is fluid? When there are no reference points on the horizon to know where you are? When there isn’t any wind in your sails to move you forward? And worst of all, you have no idea how long this will last.
The challenge was knowing where they were when there was nothing but water on every horizon line. When there’s no reference point to work with every direction looks the same. Choose wrong and you end up lost at sea.
It’s hard to know where you’re going, if you don’t know where you are.
The golden rule of communication is, “Know thy audience.” My personal follow up to that rule is that you reach people where they are, not where you want them to be. And this campaign did just that. It connected people with a sense of hope and comfort at a time when it was hard to know where to turn. There was nothing to sell, just a voice offering a shoulder to lean on for those who needed it.
What makes this place surreal isn’t that it’s run down. It’s that they’re acting as if it’s not.