Exposure Therapy

My family deals with some allergy issues every now and then. Through years of reading and research and trial and error, we have figured out what works and what doesn't. What are some of the triggers are and what the calming forces are. I have been encouraged to consider immunotherapy which involves exposing people to larger and larger amounts of the allergen in an attempt to change the immune system's response.

I realized that I have been practicing this exact same phenomenon in my class for more than a decade. In fact, all parents do, knowingly or unknowingly.

In the classroom, I have the attention of my students. In any given quarter I may teach anything from Digital Production to Creative Strategies but I have their attention. While they learn the software, techniques and their applications. Or when they understand the objective and subjective material of that class, as an instructor I have the opportunity to inculcate so much more. Much of what the environment presents itself. What improves their understand of the field and beyond. Small doses of something meaningful given consistently definitely brings forth results. Whether it is an eye for detail, a ear for music, an empathy for the environment or an understanding of cultural nuances and differences.

Last quarter I taught a class in Web Advertising. We did weekly reviews of what was happening around media. We looked at different campaigns and examined their premise and what they did for their specific audiences. We met online with Mr. Chris Mendoza previously from Mass Mutual Insurance in Boston. He shared an online video campaign he was involved with from start to finish. We looked at the Family commercial that was shot for a niche audience. Consumers who identified with being first generation Americans. Students watched every detail of the commercial and were able to talk with Chris about decisions made by the client, production team, make-up and costume details, language for sub titles, music choice, props etc. It was an eye opening Skype session because this was being discussed as a business solution that heavily involved sensitivity to cultural identity. When it came time to develop their own digital campaigns for various subscription services, students were very sensitive to the audience they were creating content for.

This is one example of exposure therapy.

Consistent doses of sensitivity to cultural differences and similarity might spark a light bulb in someone who may be responsible for making big decisions in the future.

Environment Vs. Bottomline

A ban on plastic bags
I shop for fresh produce at the Dekalb International Farmer’s market or at a renowned national chain of Indian grocery stores. They usually carry specific vegetables/ groceries that I do not find elsewhere. I make it a point to carry my own bags there and often get a chuckle from the staff that’s doing the bagging.
When I shop for fruits or veggies in most markets in Mumbai, I don’t get a plastic bag unless I pay for it. Or then I get the produce in my own bag or wrapped up in newspaper. There is a ban on plastic bags there. This has often confused me. In Mumbai, I have to pay for a bag which reminds me that I am being wasteful. Conversely, in Decatur, I am made fun of when I carry my own bags or give back the plastic bags.


I decided to see if my designer self can affect a change. I wanted to reach out to the store manager and inquire why they won’t stop giving away plastic bags? I offered my services to help them run a campaign to encourage people to bring their own bags.
After been lead from assistant manager to manager to the national chain owner, I knew I had hit the jackpot. If there was someone who could make a difference, this guy in Chicago would be it. I explained to him at the beginning of the conversation about how bad the bags were for the environment. How a leading store like theirs could set an example for the rest of the Indian businesses to follow. I even tried to appeal to the businessman saying that the demographic in a progressive place like Decatur would be attracted to a store that uses paper bags or then charges for plastic ones. Especially when he was soon to compete with Sprouts or Whole Foods. His answer was simple. He said, “We attempted at giving cloth bags but people leave them home or use them for gifting and then come back for plastic. Some even argue and ask for extra bags so they can use them as trash bags at home. Squabbles with customers affects my hourly flow at the register and I cannot let that happen. My stores in California don’t give out plastic bags, legislation requires them not to. Until GA does that, I cannot help it. Some customers also take the grocery in boxes which we happily provide. But until I cannot use legislation as a response to customers, I will have to give out plastic bags. I’m sorry.”


Ban on styrofoam containers
Why is it that when I leave with a fragrant to-go parcel on a tired Friday evening at one of my favorite Indian joints, I leave with a little guilt packed along with the fluffy naans and the spicy Hyderabadi lentil curry? The food is all packed in styrofoam boxes and containers. I have offered to bring in my own utensils which is not admissible either.


I have asked various Indian restaurants but they refuse to move away from styrofoam. Again, quoting the lack of legislation. Why is it that I have to choose between being environmentally friendly, culturally Indian or financially savvy when I live in a progressive country?