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No modern analysis of is complete without dissecting the #MeToo movement. Started by activist Tarana Burke in 2006 and virally popularized in 2017, #MeToo was not a traditional campaign with a logo or a budget. It was a permission structure.
Campaigns should track:
Narrative shift occurs when the public conversation changes. For example, prior to widespread survivor stories about opioid addiction, the common narrative was "junkie." After campaigns like "The Full Story" (featuring grieving mothers holding photos of their college-aged children), the narrative shifted to "person suffering from substance use disorder."
A three-minute video cannot capture the systemic failures that allow abuse to happen. Over-reliance on individual stories can lead to "solutioneering"—focusing on personal resilience or hotlines while ignoring the need for policy changes, better policing, affordable housing, or healthcare reform.
