Monday, March 30, 2020

14967: Presenting A Social Service—Social Distancing v Social Isolation.

Most advertising copywriters would agree on extending kudos to the political hack that coined the new catchphrase “social distancing”—hey, here’s a salute from six feet away. It’s so much friendlier than quarantine directive, biohazard warning, pandemic precaution, or anti-plague survival tactic.

Yet has the term been properly defined and communicated to the general public? Adland’s COVID-19 campaigns—created in a rush with award submissions in mind—lack integrity, credibility, and responsibility—as well as clarity.

It’s important to distinguish social distancing from its non-kissing cousin, social isolation. Indeed, separating the two could mean the difference between life and death—for scientifically proven reasons that the average coronavirus guidelines-abiding citizen might not realize.

Social distancing is actually rooted in extreme self-compassion and committed concern for others. First, it demands taking care of oneself to the highest degree. At a close-yet-not-touching second, it shows ultimate respect for the well-being of all people—it’s also about halting the spread of fatal cooties to family, friends, and fellow humans. In short, social distancing is an act of true love.

Social isolation is often rooted in low self-esteem and escalated fear. First, it demands dislike of oneself in the worst form. At a close-yet-distant second, it shows ultimate lack of self-respect and indifference toward all people—it’s about avoiding human connection for the wrong motivations. Studies have revealed the condition can be as detrimental to health as obesity, smoking, drinking, and drug abuse. In short, social isolation is acting alone in darkness.

The paradoxical thought for the day: social distancing embraces life, social isolation ends life.

P.S., practicing social distancing does not preclude providing goodwill and kind assistance to those experiencing social isolation—it’s always possible to connect sans contact.

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