June 16, 2020

POSTED BY

Jose Fresan

CATEGORY

Band Aids Against Racism?

new york branding sports graphic design agency

For the past few weeks, the world has gone into an unprecedented state in its fight against racism. 15 days of constant protests have filled the streets of the United States and the World in support of the Black Lives Matter Movement, and of course in our capital-driven society brands …

For the past few weeks, the world has gone into an unprecedented state in its fight against racism. 15 days of constant protests have filled the streets of the United States and the World in support of the Black Lives Matter Movement, and of course in our capital-driven society brands had to jump on the bandwagon (insert eye roll here).

Within the wide range of tactics that the most creative minds of Ad agencies came up with to support the BLM movement, one caught my eye: Band-Aid multiracial bandages. Check them out:

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We hear you. We see you. We’re listening to you.? ? We stand in solidarity with our Black colleagues, collaborators and community in the fight against racism, violence and injustice. We are committed to taking actions to create tangible change for the Black community.? ? We are committed to launching a range of bandages in light, medium and deep shades of Brown and Black skin tones that embrace the beauty of diverse skin. We are dedicated to inclusivity and providing the best healing solutions, better representing you.? ? In addition, we will be making a donation to @blklivesmatter.? We promise that this is just the first among many steps together in the fight against systemic racism.? ? We can, we must and we will do better.

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At first glance, it looks like a cool project and, as many commented in the post, it makes you wonder “why did it take so long”. However when you think deeply about it, you realize that ironically it’s just a band-aid approach to a problem that has deep roots in our society and that has taken many many lives with it. It almost feels like a bad joke that brands dare to push this kind of stunt in a time like this. For me, it talks about the huge disconnection that the Advertising world has to the real struggles of people and also about the lack of diversity in decision making positions inside the Ad World. Of course, this felt like an award-winning idea to someone that has never really suffered the real struggles of racism.

My advice to brands would be: keep away from shallow stunts, think what you can change from inside your organization and then talk about it. We need actions not only words. People are finally seeing through the double standards of empty cause marketing.