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13	<meta property="og:description" content="Two words. Playground duty. &nbsp; “Is your butt really Juicy?” “Ew, she’s got, like, a unibrow! Gross! Wax, already!”  “Do these jeans make me look fat?”   During K-5 weekly volunteering at a public school, the trickle down impact of a media/marketing saturated culture became self-evident&#8230;Fast. And that was way back in 2006 as Shaping Youth [&hellip;]" />
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100<li id="menu-item-21099" class="menu-item menu-item-type-post_type menu-item-object-page current-page-ancestor current-menu-ancestor current-menu-parent current-page-parent current_page_parent current_page_ancestor menu-item-has-children menu-item-21099"><a href="https://shapingyouth.org/about/">About</a>
101<ul class="sub-menu">
102	<li id="menu-item-21176" class="menu-item menu-item-type-post_type menu-item-object-page current-menu-item page_item page-item-21171 current_page_item menu-item-21176"><a href="https://shapingyouth.org/about/history/" aria-current="page">History (how we began)</a></li>
103	<li id="menu-item-21175" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-21175"><a href="https://shapingyouth.org/about/mission/">Mission (Why it matters)</a></li>
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105	<li id="menu-item-21272" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-21272"><a href="https://shapingyouth.org/about/growth/">Growth (what&#8217;s next)</a></li>
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120<div id="content" class="hfeed"><div class="post-21171 page type-page status-publish hentry entry"><h1 class="entry-title">History (How we began)</h1>
121<div class="entry-content"><h2><a href="/wp-content/uploads/2013/06/bodyblitz-small.png"><img decoding="async" class="alignleft size-full wp-image-21250" style="margin: 5px 10px;" src="/wp-content/uploads/2013/06/bodyblitz-small.png" alt="bodyblitz small" width="277" height="207" /></a><span style="color: #008080;"><strong>Two words. Playground duty.</strong></span></h2>
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754<p class="MsoNormal"><em><span style="font-size: 10pt;">“Is your butt <span style="text-decoration: underline;">really</span> Juicy?”</span></em></p>
755<p class="MsoNormal"><em><span style="font-size: 10pt;">“Ew, she’s got, like, a unibrow! Gross! Wax, already!” </span></em></p>
756<p class="MsoNormal"><span style="font-size: 10.0pt;"><em> “Do these jeans make me look fat?” </em><i style="mso-bidi-font-style: normal;"></i></span></p>
757<p><span style="font-size: 10.0pt;"><span style="mso-spacerun: yes;"> </span></span>During K-5 weekly volunteering at a public school, the trickle down impact of a media/marketing saturated culture became self-evident&#8230;Fast. And that was way back in 2006 as Shaping Youth began! From overt sexualization and dieting 9-year old &#8220;tweens&#8221; to branding, bullying, lifestyle judgments and cellphones as status symbols, things have only <a href="http://www.theguardian.com/lifeandstyle/womens-blog/2014/jan/10/little-girls-deserve-better-toys-sexism?CMP=twt_gu" target="_blank"><strong>accelerated&#8230; </strong></a></p>
758<h3><span style="color: #008080;"><strong>Media is defining kids before they can even define themselves.</strong></span></h3>
759<p>In three years of research in this California &#8220;living lab&#8221; the undue influence on children of all colors and cultures became progressively more noticeable. Media and marketing&#8217;s imprint on kids is changing outlooks, responses, behaviors, and worldviews, impacting what kids eat, how they act, what they were wear, even how they smell&#8230;</p>
760<h3><span style="color: #008080;"><strong>Then&#8230;</strong></span></h3>
761<p>As a writer/producer by trade <em>(25 years in new product development/branding in print/broadcast &amp; a background in journalism)</em> I decided to create media documentation to lead change in this arena, with an initial film project <em>“Body Blitz: Media, Shaping Youth”</em> validating a widely held view that children’s absorption of pop culture is creating unparalleled health costs and decreased life expectancy for this generation of kids. Due to self-funding constraints, my focus shifted to the blogging platform in 2006, we incorporated as a nonprofit in 2007 via F.I.T. <em>(Fun Innovative Tactics for healthy kids)</em> and began creating hands-on media literacy games using entertainment as a springboard for learning. As of 2010, we began shifting toward exploration of social enterprise models in lieu of the paperwork hassles and bureaucracy of 501c3 governance <em>
761(definitely not my forte!)</em> and currently <strong><span style="text-decoration: underline;"><span style="color: #008080; text-decoration: underline;">remain self-funded and fiscally untethered. </span></span></strong></p>
762<h3><span style="color: #008080;"><strong>Now&#8230;</strong></span></h3>
763<p>In this wild west media frontier of digital distribution opportunities, I realize <span style="color: #008080;"><strong>the “influence of not being influenced”</strong>  </span><em>(e.g. all volunteer, self-funded, untethered to special interests, unbiased from sponsors, etc.) </em>is maverick. Still, it&#8217;s an important aspect as we forge forward in 2014 to find alliances where the op-ed voice is not diminished by conflict of interest&#8230; We are currently evaluating best practices for sustainability and scalability, exploring different revenue generating models in the social enterprise realm&#8230;If you have ideas about that of your own, &#8216;tweet them&#8217; to me <a href="https://twitter.com/ShapingYouth" target="_blank"><strong>@ShapingYouth,</strong></a> where I&#8217;m often in my social media nest on Twitter. <em>(I&#8217;ve found the best way to build a solid house of media research is to build twig by twig for strength, feathered with insights of what&#8217;s on people&#8217;s minds!)</em> 2014? Long form/in-depth feature articles will now be <span style="color: #008080;"><strong>posting on Fridays</strong></span> as deep dive &#8220;weekend reads,&#8221; short form 500 word formats for syndication and reach have now emerged as a &#8220;media must&#8221;&#8230;<em>(TLDR &#8220;too long, didn&#8217;t read&#8221; is the order of the day) </em>And I&#8217;ll be testing out a &#8220;Point/Counterpoint&#8221; column and &#8220;The Doctor is In&#8221; feature to add some new focal points this year.</p>
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770      <div style="background-color:#f2ba38; padding-top:6px; padding-left:8px; width:180px; color:#666; font-size:20px;">Amy Jussel</div><div style="background-color:#f7d575; padding-top:6px; padding-left:8px; width:180px; color:#444;">Founder</div>
771<div style="background-color:#ffffff; padding-top:8px; padding-left:8px; padding-right:10px; width:160px; color:#444; font-size:13px; line-height:15px; height:100px;">We're changing the channel of media and marketing influence toward a healthier worldview for kids!</div>
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783	<option class="level-0" value="9">Advertising&nbsp;&nbsp;(401)</option>
784	<option class="level-0" value="11">Branding &amp; Consumerism&nbsp;&nbsp;(375)</option>
785	<option class="level-0" value="13">Consumerism&nbsp;&nbsp;(318)</option>
786	<option class="level-0" value="33">Counter-marketing&nbsp;&nbsp;(116)</option>
787	<option class="level-0" value="24">Damaging Drek&nbsp;&nbsp;(69)</option>
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803	<option class="level-0" value="5">Sexualization &amp; Body Image&nbsp;&nbsp;(300)</option>
804	<option class="level-0" value="34">Shaping Youth&nbsp;&nbsp;(864)</option>
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831<td style="width:210px;"><a href="https://bsky.app/profile/shapingyouth.bsky.social" target="_blank"><img src="/wp-content/themes/magazine/images/sy-social-bsky.png" style="margin-left:10px; margin-top:4px; border:none;" title="Bluesky" /></a><a href="https://www.linkedin.com/in/amyjussel/" target="_blank"><img src="/wp-content/themes/magazine/images/sy-social-linkedin.png" style="margin-left:10px; margin-top:4px; border:none;" title="LinkedIn" /></a><!-- <img src="/wp-content/themes/magazine/images/sy-social-facebook.png" style="margin-left:8px; margin-top:4px;" title="Facebook"/> --><a href="https://www.youtube.com/user/shapingyouth" target="_blank""><img src="/wp-content/themes/magazine/images/sy-social-youtube.png" style="margin-left:8px; margin-top:4px;" title="YouTube"/></a><a href="https://shapingyouth.org/feed/" target="_blank"><img src="/wp-content/themes/magazine/images/sy-social-rss.png" style="margin-left:8px; margin-top:4px; border:none;"/></a><!-- <a href="https://plus.google.com/108917239646470558287?rel=author" target="_blank"><img src="/wp-content/themes/magazine/images/sy-social-gplus.png" style="margin-left:8px; margin-top:4px; border:none;" title="Amy Jussel on Google Plus" alt="Amy Jussel on Google Plus" /></a> --></td>
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839<p class="wp-block-paragraph"><a href="https://bsky.app/profile/shapingyouth.bsky.social" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="32" height="32" class="wp-image-27713" style="width: 32px;" src="https://shapingyouth.org/wp-content/uploads/2024/12/sy-social-bsky.png" alt=""></a>  <strong><a href="https://bsky.app/profile/shapingyouth.bsky.social" target="_blank" rel="noreferrer noopener">@ShapingYouth.bsky.social</a> </strong><br>—<strong>social media as it should be</strong></p>
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