Hands across America left a lasting legacy on the culture of the 80s, symbolizing a level of community and unity not seen since World War II.
On May 25, 1986, roughly 5.5 million Americans joined hands to form a human chain that literally stretched from the East Coast to the West Coast. This nationwide campaign functioned as a fundraiser for homelessness, hunger, and stood as a bold statement of unity and community. In a decade where the spirit of activism and mass participation was strong, hands across America helped to capture the enthusiasm of the 80s. And, it has become known as a memorable moment in the decade’s social consciousness.
The Culture of the 80s and the Rise of Social Activism
The 80s were a decade marked by many different changes. These changes included social, political, and economic shifts. After all, the US economy had been recovering from recession and the Reagan era had helped to reduce government spending on social welfare programs. Grassroots movements began to grow in response to the visibility of social issues such as homelessness, poverty, and hunger. These challenges were then compounded by the rise of hopelessness in urbanized areas. At the same time, there was an increasing intersection between fame and philanthropy.
In this environment, a number of movements popped up, and inspired wave after wave of socially conscious mass events. There were the popular March of Dimes events that occurred every single year, charity efforts like Live Aid, and of course, Hands Across America. With the help of celebrity endorsements, media, and public engagement, the event was able to raise awareness about poverty and homelessness across the nation.
Developments and Trends that Change the Culture of the 80s
A number of developments and trends helped to change the culture of the 80s. These included celebrity endorsement, mass participation, corporate sponsorship, and the concept of unity and community.
Celebrity Endorsement and Mass Participation
Perhaps one of the biggest features that helped to define Hands Across America was the involvement of celebrities. This had become an increasingly common event during the 80s. Major musicians, actors, and other public figures help to boost the popularity of these mass participation events by using their own fame to bring attention to the causes. They help to inspire the public to take part. And, Hands Across America was heavily promoted by celebrities around the country. Many of them even participated in the event themselves. Some of the biggest event participators were Barbra Streisand, Bill Cosby, and Lily Tomlin.
This event was part of a larger trend in the 80s where both celebrities and charitable causes became intertwined with one another. With the help of mass media, these televised events like Live Aid became more than just a fundraising event, but a way to generate awareness to the masses. Even before Hands Across America was able to mobilize more than 5 million Americans, there was already mass participation in these charitable events.
The Role of Corporate Sponsorship and Marketing in the Culture of the 80s
Of course, a lot of this would not have been possible if it weren’t for corporate sponsorship and marketing. Corporate sponsorship played a major role in the organization Hands Across America. The event itself was backed by USA for Africa, which is the same organization that helped to produce the We Are the World single back in 1985. This corporate partnership with media outlets helped to provide a significant amount of funding and logistical support, which ensured the event’s widespread coverage and coordination of participants.
Throughout the 80s, corporate sponsorship became a more visible part of many major public events. Many businesses across the country recognized the opportunity to align themselves with these socially conscious causes. And, Hands across America benefited from this trend. Companies began to donate large amounts of funds and resources in exchange for positive media attention. The event was advertised on television, radio, newspapers, and in magazines. Of course, the efforts were sometimes met with public criticism, but it demonstrated the growing influence of businesses in shaping public events and charitable campaigns.
A Culture of the 80s Symbol of Unity and Community
The concept of Hands Across America was built on the idealism of unity and community. The chain of humans held hands across 4152 miles. This coincided with the distance between New York City and Long Beach California. And, it represented Americans of all backgrounds, coming together for a single cause. Of course, there are many logistical issues that prevented the chain from being fully completed, but the image of more than 5.5 million people holding hands across the country was a stirring reminder of the power of mass participation.
This event also tapped into a larger trend of the 80s. There was a desire for community and togetherness in response to many social crises across the country. As economic inequality became more visible, especially with the rise of the middle-class family, events like Hands Across America helped to serve as a symbolic gesture of addressing the issues. In fact, the event eventually raised around $15 million for charities that focused on homelessness and hunger.
The Organizers and Celebrities Behind Hands Across America
There were countless celebrities who lent their voices and presence to the Hands Across America event. But, the driving force behind the event itself was Ken Kragen. Ken Kragen was a well-known talent manager and producer at the time. He had been instrumental in organizing the very successful We Are the World single for USA for Africa. The goal of Hands Across America was to create mass participation events that would involve ordinary people alongside celebrities. He wanted this event to embody the spirit of national unity. And, through his efforts, many top-named celebrities helped to galvanize public interest in the event.
The Legacy of Hands Across America on the Culture of the 80s
Without question, Hands Across America left a lasting legacy on the culture of the 80s. Granted, the financial impact of the event was far less than what was expected. Nevertheless, the event is remembered as a quintessential moment of 80s social activism. It represented the optimism and willingness of ordinary Americans to engage in serious issues. And, it was considered to be one of the largest demonstrations of public solidarity in US history. The images of people across the country holding hands continue to evoke a sense of collective action and hope.
Moreover, the event also helped to influence future charity events and campaigns. It managed to set the stage for other large-scale social movements that relied on mass participation. In 2010, there was the Global Citizen movement which followed the same blueprint as We Are the World and Hands Across America.
Conclusion
Despite its inability to raise all of the finances expected, the event was still successful. Helped to raise awareness about poverty and homelessness across the country. And, this is still an issue that remains relevant today. The legacy of Hands Across America in the culture of the 80s is reflected in current, modern-day social campaigns.
