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How might we restore vibrancy in cities and regions facing economic decline? Read the challenge brief

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Mission #1
Explore Vibrancy
Share your definition of what vibrancy looks like where you live. Find out more...
Mission #2
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Tell us about the cities and communities you know are currently struggling or in the process of revitalising. Find out more...
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Take some time to get active and explore your own community – then report back what you learned. Find out more...
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Interview someone living in a struggling city or region to learn more. Find out more...
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Mission #2 Share Stories Find out more...

Braddock, PA, Levi's and the "Ready to Work" campaign

Levi's helps this rust belt community to refurbish its community center and start an urban farm while creating an ad campaign called "Ready to Work". Controversy ensues. What are appropriate forms of revitalization and who should lead the effort?
This is an interesting story that highlights the challenges and complexities of community building. On one hand, it seems like a heartfelt story about the future and I have to admit - I get a little choked up when I see the Levi's ad.

But read this link to the New York Times magazine article that talks about some of the happenings behind the scenes. I found this interesting on a few different layers and it made me ask:

  • What are appropriate ways to revitalize a community?
  • Can revitalization become exploitation?
  • How do you create excitement and energy around revitalization efforts?
  • How do you create a safe vision for revitalization without creating false hope?
  • Who should lead revitalization efforts? How should they be lead?
  • How do you follow through after all the positive press is finished?

Find here some online debate between a blogger (and artist that visited Braddock ) and Mayor John Fetterman that also points to the parody video above.
Mission #2 Share Stories Find out more...

Comments

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Vincent Cheng

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December 01, 2011, 07:23AM
Wow Dave! Thanks a lot for posting this inspiration.

The article ( http://www.nytimes.com/2011/02/13/magazine/13Fetterman-t.html ) really helps to bring forth the hard realities, complex difficulties, and different perspectives around revitalization. Something that can be missed if we only consider glossy success stories & don't dig deeper into implementation & outcomes.

I believe, if we truly want to create real & sustainable positive change, it's important to read this article and thoughtfully consider the issues raised as we move into the later phases of concepting, evaluation, & realization.

Thanks again for this important inspiration!
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Meena Kadri's reply to Vincent Cheng's comment

Meena Kadri

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December 01, 2011, 05:20PM
Insightful article indeed, Vincent. Perhaps you'd like to post as a stand alone inspiration? Lot's to lean on that one.
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Vincent Cheng's reply to Vincent Cheng's comment

Vincent Cheng

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December 01, 2011, 05:31PM
Thanks Meena...I was actually just trying to highlight the link which Dave already has in his inspiration =)
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Meena Kadri's reply to Vincent Cheng's comment

Meena Kadri

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December 01, 2011, 05:35PM
Ooops! It's early here = need coffee!
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Seth Cochran

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December 01, 2011, 11:32AM
Thanks for posting this! I know Levi's has a real appetite to do something big and meaningful to impact the US and the desire goes well beyond making charitable contributions. Few people know it, but Levi's desegregated its production 20 years before the rest of the US and even set up shop in the deep South with this integrated model. We are talking about a company with serious desire to drive positive social impact.
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Dave Robertson's reply to Vincent Cheng's comment

Dave Robertson

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December 01, 2011, 02:48PM
This is what I think is really interesting about this story - the tone of the campaign is not conventional and very much supports what you suggest. (Disclosure:I also like the brand and buy their product.) Mayor Fetterman is also committed to the cause of revitalizing Braddock too.

But the NY Times article suggests to me that we need to be thoughtful about our intentions and the sorts of actions they drive. That said, I have to challenge my personal cautiousness by asking if we don't experiment in bold new ways and fail, how do we learn?

In short, this stuff is messy.
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