Thursday, June 14, 2007

Who they foolin'?

I find it very interesting when a company of Converse’s stature tries to associate itself with a good cause, but it ends up looking like Mark Cuban at a Dallas Mavericks game.

Now, I’ve been a Common, formerly known as Common Sense, fan for many years and I still bump Resurrection in the ride whenever possible. So, when I saw this ad for Converse (PRODUCT) RED, I shook my head in disgust and yelled, “No!”

Who in their right mind, came up with the idea for a campaign that would encourage folks to spend money on products such as cell phones, khakis, or other red-colored products to benefit the Bono-fronted campaign that sends proceeds from the items to the Global Fund, an organization devoted to fighting AIDS, malaria and tuberculosis? Talk about a weird mix of charity and consumerism.

Wouldn’t it make more sense to just give the money directly to the charity? Well, the short and idiotic answer is…that option doesn’t exist, particularly at stores like GAP and Apple. The option doesn’t even exist at the (RED) website. So, with a bright eye towards the promotion of charity mixed with consumerism, Ben Davis started the Buy (LESS) campaign, a tongue-in-cheek send-up of (RED)’s ads with posters calling the program “meaning(less)” and a petition beseeching (RED) to allow giving to the Global Fund directly rather than merely as an afterthought when buying an iPod.

Hat tip to Ben Davis. Thank you.

1 comment:

  1. Hi Dee! Coming over to visit. Interesting post. That's crazy that you can't make a direct donation. I don't know what it is, but yeah, I never did get a good feeling from this campaign. Then again, it's nothing new. Lots of companies are now using do-gooding as a way to increas their bottom line.

    And thank you for the Kelis images!


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