Sometimes socially conscious viral media emerges from unlikely sources, outside of institutions and non-profits. 15-year old Dallas Jessup, a martial arts black belt at a private school in Oregon, decided to share her self-defense skill set with as many viewers as she could possibly reach following a news report of a girl's abduction and murder from a local mall. Jessup's video, "Just Yell Fire" morphed from a student production to a full-blown professional adult endeavor with donated production talent, and celebrity tie-in participation (two cast members from "Lost"). The video is freely downloadable on the Web, and any girl who requests a DVD receives a pro bono copy. Within a year of its debut in 2007, the site received over 5 million hits, with 415,000 downloads and DVD give-aways. 8.3% of the downloads originated in the Middle East. So what made "Just Yell Fire" take off like wildfire?
Everyday hero(ine)s like Dallas Jessup are beginning to find their way into the Internet newstreams, successfully trending toward viral awareness of their efforts. Yet viral campaigns like these, while boosted by luck and serendipity, do have certain key elements, and the tagline "Just Yell Fire" is part of the catch on success.
Jessup remains a dogged speaker and teacher who continues to amplify her own message through public appearances across the country. Here is coverage of a recent workshop in Portland, Oregon.
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