- Joined
- Dec 30, 2010
- Messages
- 12,730
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- 113
I do want to stress that I am hardly impressed with what I saw, because campaigns like this are the most dangerous. Even though it purports to raise awareness when it comes to marginalised communities, it actually makes them more invisible in the process.
My problem with this brand of awareness-raising and “corporate-social responsibility” is that it renders the group that they promote behind the brand, not in front of it. It is not “thank you for building our homes.” It is “thank you for building our homes. Brought to you by coca cola.” Corporate whitewashing, despite it’s intentions, is still whitewashing and should be called out for the cheap, meaningless gesture that it is.
Moreover, it presents people with the idea that “hey, we are doing something!” by sending photos of their thanks to these people that they render invisible in their everyday lives.
What we seem to have bought is this idea of positivity, regardless of the situation – that a smile and helping words can make a difference. What I do want to state is that we should http://www.theonlinecitizen.com/2014/05/hey-are-not-props-for-your-brand-coca-cola/
My problem with this brand of awareness-raising and “corporate-social responsibility” is that it renders the group that they promote behind the brand, not in front of it. It is not “thank you for building our homes.” It is “thank you for building our homes. Brought to you by coca cola.” Corporate whitewashing, despite it’s intentions, is still whitewashing and should be called out for the cheap, meaningless gesture that it is.
Moreover, it presents people with the idea that “hey, we are doing something!” by sending photos of their thanks to these people that they render invisible in their everyday lives.
What we seem to have bought is this idea of positivity, regardless of the situation – that a smile and helping words can make a difference. What I do want to state is that we should http://www.theonlinecitizen.com/2014/05/hey-are-not-props-for-your-brand-coca-cola/
