Our Approach
In our lifetimes, the world has been turned upside-down. What was unthinkable has become tolerable and is well on the way to becoming the norm. The basic values of life and family have been watered down and distorted to the point where it seems they can't be found at all in large segments of our society.
This accelerated degradation is due largely to recent technological developments, especially in the information and entertainment industries. We are constantly exposed to images and ideas which are unhealthy and destructive, yet by virtue of its omnipresence that which once 'pushed the envelope' quickly comes to seem normative. Technology itself is not inherently evil, but thus far it has been the bestial aspects of humanity that have best figured out how to use it.
This trend must be reversed, and we believe there is only one way to do so: deliberate cultural transformation.
Cultural transformation isn't about legislation, or even education. It's not directed towards changing the way people act, nor how they think. It's about changing how they don't think. Most decisions and opinions reflect how people 'feel' about things, rather than any rational thought process. We feel that something is good, rather than think about it. This truth, of course, is fundamental to sales and marketing, and it applies to any attempt to influence behavior. This is also why the media has had such a profound influence on our society.
The anti-smoking and green building movements are two examples of successful cultural transformation. Thirty years ago, smoking was 'cool'. Now, it is very much not 'cool'. Twenty years ago, 'green' construction was a pipe-dream of environmental wackos and a joke amongst developers. Now, sustainable design is considered good business practice. These changes did not happen overnight, and they did not happen by chance. They were brought about by people who were determined, creative, intelligent, and persistent.
We propose to learn from these and similar successes, and apply these principles to a comprehensive transformation of American attitudes towards marriage and family. It won't be easy, but it's very necessary.
Our first project focuses on strengthening the institution of marriage, by strengthening existing marriages. The Family Fitness program is designed to increase marital happiness and reduce divorce. The direct benefits will be to the couple and to their children, but the indirect effects are also very important. Every happily married couple is another advertisement for marriage to those they encounter. The more happy marriages there are, the more people will see them and think to themselves, "I want that." There's also a better chance that someone who thought marriage wouldn't work for himself or herself, will see someone similar to themselves and think, "Hey, maybe it can work for me!"
Our second project will be directed more towards the public at large. The Celebrate Marriage! campaign will spread the message that marriage is the supreme human relationship. The purpose is to nurture a healthy sense of pride amongst married people and supporters of marriage, and to raise the social status of marriage and therefore its appeal to those not yet married.
These two projects are illustrative of our approach. One is more service-based and the other more message-based, but both are strictly positive. We do not criticize or condemn, and we have no desire to get bogged down in conflict or controversy. We are pro-marriage, and we promote marriage. Period.
This accelerated degradation is due largely to recent technological developments, especially in the information and entertainment industries. We are constantly exposed to images and ideas which are unhealthy and destructive, yet by virtue of its omnipresence that which once 'pushed the envelope' quickly comes to seem normative. Technology itself is not inherently evil, but thus far it has been the bestial aspects of humanity that have best figured out how to use it.
This trend must be reversed, and we believe there is only one way to do so: deliberate cultural transformation.
Cultural transformation isn't about legislation, or even education. It's not directed towards changing the way people act, nor how they think. It's about changing how they don't think. Most decisions and opinions reflect how people 'feel' about things, rather than any rational thought process. We feel that something is good, rather than think about it. This truth, of course, is fundamental to sales and marketing, and it applies to any attempt to influence behavior. This is also why the media has had such a profound influence on our society.
The anti-smoking and green building movements are two examples of successful cultural transformation. Thirty years ago, smoking was 'cool'. Now, it is very much not 'cool'. Twenty years ago, 'green' construction was a pipe-dream of environmental wackos and a joke amongst developers. Now, sustainable design is considered good business practice. These changes did not happen overnight, and they did not happen by chance. They were brought about by people who were determined, creative, intelligent, and persistent.
We propose to learn from these and similar successes, and apply these principles to a comprehensive transformation of American attitudes towards marriage and family. It won't be easy, but it's very necessary.
Our first project focuses on strengthening the institution of marriage, by strengthening existing marriages. The Family Fitness program is designed to increase marital happiness and reduce divorce. The direct benefits will be to the couple and to their children, but the indirect effects are also very important. Every happily married couple is another advertisement for marriage to those they encounter. The more happy marriages there are, the more people will see them and think to themselves, "I want that." There's also a better chance that someone who thought marriage wouldn't work for himself or herself, will see someone similar to themselves and think, "Hey, maybe it can work for me!"
Our second project will be directed more towards the public at large. The Celebrate Marriage! campaign will spread the message that marriage is the supreme human relationship. The purpose is to nurture a healthy sense of pride amongst married people and supporters of marriage, and to raise the social status of marriage and therefore its appeal to those not yet married.
These two projects are illustrative of our approach. One is more service-based and the other more message-based, but both are strictly positive. We do not criticize or condemn, and we have no desire to get bogged down in conflict or controversy. We are pro-marriage, and we promote marriage. Period.