Jerry Wishnow is an American activist, broadcaster, entrepreneur and founder of Wishnow Group Inc., a company credited with developing the production of media-centered campaigns aimed at measurably intervening in substantiative social problems utilizing mutually beneficial partnerships between media, non-profit and business. The projects have been directed at reducing infant mortality, property crime, changing drug laws, adding anti-discrimination curricula to United States Schools and increasing voluntarism. Wishnow and his campaigns have received over 70 national and regional awards including a Peabody award, three Emmy awards, and four Presidential commendations.
In 1969, Wishnow produced an event which locked nine Boston black and white school decentralization activists, including Louise Day Hicks, together in a room for over 22 hours with microphones and cameras until compromises were reached. The result was broadcast on WBZ. A team of psychologist was present during the experiment and the participants were given cues in a "sensitizing" environment to direct the discussion. The project was named "T-Group 15." The 11-hour edited broadcast included four hours of live audience reaction with the participants and was aired on WBZ for 15 hours without commercials.
Rush Hour Rescue
Wishnow worked with ALA Auto & Travel Club of Wellesley, Massachusetts and WBZ radio to develop a service which included a van that provided free emergency road service for cars that broke down on major highways.
Commuter Computer
"Commuter Computer" was a service created by Wishnow and Jerry Swerling, a public relations director of ALA Auto & Travel Club. Listeners sent in forms with their schedules and locations. A computer matched them up with ten people who had similar carpooling needs. Tens of thousands of people joined the effort. The promotion sparked carpool campaigns in Chicago, Pittsburgh, Fort Wayne, Indiana, Philadelphia, Los Angeles, San Francisco, Baltimore and Miami.
Stomp Smoking
Wishnow produced a community anti-smoking campaign developed by a team of physicians to provide information and emotional support. In addition to broadcasts on WBZ, the campaign featured access to a 24-hour telephone hot-line, anti-smoking clinics, and community centered support.
Shape-up Boston
"Shape-up Boston" was a six-month-long campaign created by Wishnow. It centered on the issues of diet exercise and nutrition. The project was later replicated as "Go to Health" at ABC radio in Los Angeles with support from Sears.
WBZ Drug Bill
Another project Wishnow produced was aimed at providing junior high and high school students, teachers, and parents with information on substance abuse. A family went through on-air drug counseling. In 1972, on-air audience discussions guided by expert attorneys led to the drafting of legislation which came to be known as the "WBZ Drug Bill," which was passed by Massachusetts State Legislature. The bill lightened penalties for possession of marijuana and ended jail sentences as a punishment for first and second offenders.
Wishnow Group public affair campaigns
H.O.T. Car
"Hands off This Car" was a community-based program Wishnow produced for WNAC-TV Boston to reduce car theft by providing the public with information and a free kit including tapered door locks, kill switches, and engraving tools designed to protect cars from theft. If a car was stolen, the program provided free on-air stolen care reports and cash rewards. The project expanded nationally through the Montgomery Ward auto club and participating network owned and affiliated TV stations where it reached over 51 US markets.
For Spacious Skies
Wishnow joined with Jack Borden, former news reporter for WBZ-TV Boston, to create the "For Spacious Skies" campaign, established in 1981. The campaign focused on increasing awareness of the sky visibility as a way to reduce air pollution. Dr. Leonard Duhl, a psychiatrist at U.C. Berkeley reported that sensory detachment from the environment is a major factor in personal and social ill health. The board for the campaign included photographer Ansel Adams. Efforts for the campaign were funded through grants from the Environmental Protection Agency and the United States Department of Energy. As part of the push to gain awareness, "Conference on the Sky," a three-day conference, was held on the South Rim of the Grand Canyon. The conference included meteorologists, astronomers, photographers, musicians, writers, environmentalists, psychologists, pilots, and other professionals whose careers were connected to the sky. The project is ongoing under Bordon's leadership.
Priority One
"Priority One" was a year-long comprehensive property crime prevention project designed to provide the public with education and tools to make their homes and neighborhoods more secure. Wishnow produced the project in cooperation with WNAC-TV Boston and the Massachusetts Police Chiefs Association. Local police patrolman in hundreds of Massachusetts cities and towns were asked to personally knock on doors of every house or apartment within their jurisdiction and present a free kit containing anti-theft information and devices including special locks and engraving tools. GTE and Stop & Shop provided blue light bulbs that participants could display in their windows once they had hardened up their homes. The project received a National Emmy award.
"A World of Difference," a year-long project was created by Wishnow with WCVB TV for the anti-defamation league and first tested in Boston. IT was designed to stem acts of bigotry in schools and communities with PSA's and hours of special programming. It centered on a national and locally created curriculum guidebook published by The Boston Globe. The initial year-long campaign was syndicated in 30 markets through TV network affiliates. The project, and its K–12 curriculum, now in 14 countries in addition to the United States, continues through the Anti-defamation League. The campaign has won Wishnow a part in two Emmy awards for community service, as well as a Peabody award.
"Beautiful Babies... Right from the Start" was a Wishnow created project to combat infant mortality. The campaign was tested in 1987 in Washington at WRC TV with the March of Dimes and Blue Cross Blue Shield. Pregnant women could receive a free coupon book for baby care and supplies worth hundreds of dollars. The books were made available at drugstores, medical clinics, by phone and mailed out by the March of Dimes. They included emergency numbers and steps for good perinatal health. The coupons could only be used when stamped after each monthly prenatal care visit by a qualified medical personnel. This process and the accompanying media saturation was credited with increasing all-important compliance to care. There was a 7% decrease in infant mortality in Washington, DC. The project was replicated in Chicago with the University of Chicago hospitals and WBBM TV.
Publications
He authored the book The Activist: How to Create Measurable Public Affairs Projects which was edited by Paul La Camera and published by the National Broadcast Association for Community Affairs in 1983.
Personal life
Wishnow lives in Marblehead, Massachusetts with his wife, Pei Pei Wu, PhD.
