Marketing Code-X

Fight Stigma

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The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

World AID Day

FIGHT STIGMA” NORM: Don’t let shame keep you from doing what’s best for you. The antidote to stigma is boldly showing up, speaking out.

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FIGHT STIGMA” FORMS: Confident body language, political-poster-like graphics and slogans. Also: scenes of stigmatized people. Political/activist. “End isolation & stigma.” “The future is stigma free.” “Shout your abortion.” “For a good cause.”

From a 2018 study of the GET OVER YOURSELF space, defined as “When making a big change, it’s not just up to you. Look beyond yourself for support and purpose.

Tags: CODE-X, Making a Big Change