P:TD in the news

Hello, There column (Interview with Scherazade Daruvalla King)

May 27, 2003
The Boston Metro

Scherazade Daruvalla King- Executive Director, Project: Think Different

Project: Think Different is a nonprofit organization aimed at helping people use pop culture media to improve their community. They are holding a launch party at The Paradise on May 28 at 6 p.m.

How do you think pop culture can be used to help people?

Basically we’re trying to popularize more empowering messages in pop culture, things like music, film and video, to increase engagement in our communities. We use pop culture to empower positive messages that engage people in action in their communities. A lot of people, especially young people, aren’t going to watch a new program but they’ll listen to it in pop music. What gave you the idea for Project: Think Different?
What gave me the idea is that if you want to reach to people who aren’t engaged you have to take the message to where they are. Disengaged people are often sitting in front of the boob tube or zoned out with headphones on.

How do you plan on helping people use pop culture to affect positive change?

We’re not only creating messages that get people to act, we’re connecting with actual constituents. We’re getting them to get involved with dialogue and tell us what they need. We get them to create. That might be doing things like creating 30 minute public service announcements like we did in the Harbor middle School (in Dorchester). That made those kids feel empowered. back to top