360 Youth, a marketing research group specializing in teens, suggests that magazines are key to bringing teen and tween attention
to a subject.
Getting placement in a few magazines should be key to getting 0wnz noticed. Because of the ad-driven
nature of these magazines, this should be a tough fight; most will not
want to tread on the toes of their advertisers. However, some editors
at these magazines who have a social conscience have been identified,
and others might be open to a message that their readers want to express
their independence; these tactics should be employed. Getting the word
out to all possible media literacy organizations is also a good idea --
they are already attracting kids who are open to these messages. Feminist
and youth of color publications/organizations should also be contacted.
Similarly, reaching out to forums like Slashdot.org, memepool.org, Adbusters, and other free software/free speech and culture jamming sites is a good strategy. Other groups to get the message out to are radical librarians and teachers. I had initially thought we might also try to get the word out through women's magazines so that mothers concerned with their kids' exposure to advertising could communicate with them about it. The concern is not infecting this meme with the protectionist attitude about media which Hobbs has cited as harmful to media literacy messages.
The site should have some of its own viral marketing tools -- an "email this page to a friend" feature. The Stereotags (printable stickers) should have a URL on them, which hopefully will draw attention back to the site once they are deployed on advertisements. 360 Youth identifies "free stuff" as an important tool to draw teens and tweens to your product; hopefully the stickers will count towards our coolness factor in this way.