August 19, 2016 Leave a comment
In September 2010, Dan Savage and his husband, Terry Miller, uploaded the very first It Gets Better video to YouTube. Within months, one video would grow to over 50,000, converting Dan and Terry’s single video into one of the largest collections of LGBT stories in the world. In hindsight, their original goal of one hundred videos – “best-case scenario: two hundred videos” – was a major underestimate, to say the least.
So what happened? How did just one video – and two stories (Dan & Terry’s) – become one of the most successful social media campaigns for social good of all time?
Some of this success can certainly be attributed to various external factors at play at the time. In 2010, the LGBT community was growing in political strength, and YouTube and other social media platforms were rising in popularity. These elements helped attract pro-LGBT celebrities and political figures to the campaign, which invited mass media coverage to follow. Without these things, the It Gets Better Project might never have become what it is today.
But to give them all of the credit would be wrong. These external factors alone can’t attest for the continued influence of the It Gets Better Project around the world today, or to the seemingly endless support and love we receive from contributors near and far. We attribute that sort of success to one thing: the power of story.
As one researcher put it at the time, stories like those contained within It Gets Better videos have the potential to “set up possible ways of being in the world, [inviting] one to the realization of [their] possibilities.” That’s something incredibly important for people who are LGBT. Although we may frequently identify with one another and can adopt shared cultural values, there is no simple way to do that across generations. As a result, younger LGBT people can have a difficult time connecting with LGBT adults and with finding appropriate role models in times of need.
The It Gets Better video campaign helped change that. It gave LGBT adults the opportunity to tell their own personal stories, some for the first time. Simultaneously, it provided a portal through which LGBT youth could connect directly with the voices they were in need of hearing the most. That’s why what seemed like a simple idea to Dan and Terry at the time was actually revolutionary. Much more than just telling a story, Dan and Terry were helping to build a community.
Here’s one scholar’s explanation for why collective storytelling can be so important for groups like the LGBT community:
“We celebrate storytelling, and especially personal storytelling, for its authenticity, its passion, and its capacity to inspire not just empathy but action. Everyone has a story, we often say, and that makes for a discourse with uniquely democratic possibilities… In telling the story of our becoming, as an individual, a nation, a people, we define who we are.”
On a community level, it’s this “capacity to inspire” that makes the It Gets Better Project so successful. That leaves us with one lingering question: beyond being valuable to the identity of the LGBT community as a whole, does collective storytelling really help LGBT youth in need?
As a writer at Vox.com recently put it, “[It Gets Better] is not just something celebrities and other famous people say to make the world feel good. It’s something that’s been backed by empirical research.” Here are just a few of the things that research has told us about the impact of storytelling and positive messaging in general on LGBT youth:
- Inquiries Journal (2010): Online social support can be an incredibly effective means for helping teens mediate stress and find inclusivity.
- Public Relations Journal (2013): By effectively utilizing commons-based peer production, the It Gets Better Project has helped teens identify with a greater online community, which in turn can help them combat social isolation and adversity.
- Clinical Psychological Science (2014): Convincing kids that things can change for the better helps them dodge depression, assists with aggression, and improves general health.
This is what the It Gets Better Project is all about: making the lives of LGBT young people better, one video at a time. To bring it back to the words of Dan Savage: “Let’s all commit to making things better right now, let’s all do what we can to create a world where no child, gay or straight, is bullied for being different…Do your part. Give ‘em hope.” Sometimes all that takes is a story.
 Savage, D., & Miller, T. (Eds.). (2011). It Gets Better: Coming Out, Overcoming Bullying, and Creating a Life Worth Living. New York: Dutton.
 Skarda, E. (2014, September 16). What You Need to Know About the 5 Most Successful Social Media Campaigns for Social Change. Retrieved from NationSwell:http://nationswell.com/social-media-campaigns-successful-at-change/
 O’Connell, Sean P (2001). OutSpeak: Narrating Identities That Matter. Albany: State University of New York Press.
 Polletta, F. (2006). It Was Like a Fever: Storytelling in Protest and Politics. Chicago, Illinois: The University of Chicago Press.
 Lopez, G. (2016, April 15). LGBTQ study finds it really does get better. Retrieved from Vox: http://www.vox.com/2015/1/29/7945603/it-gets-better-study
 Dietrick, Cindy (2010). Online Social Support: An Effective Means of Mediating Stress. Inquiries Journal.
 Ward, Jamie A (2013). The Next Dimension in Public Relations Campaigns: A Case Study of the It Gets Better Project. Public Relations Journal: 157-186.
 Miu, Adriana Sum and David Scott Yeager (2014). Preventing Symptoms of Depression by Teaching Adolescents That People Can Change: Effects of a Brief Incremental Theory of Personality Intervention at 9-Month Follow-Up. Clinical Psychological Science.