Tuesday, April 14, 2015

A Fresh Controversy

I just read an article about people being mad at Woolworths.

Woolworths started an Anzac campaign where they invited people to share their stories and photos related to Anzac soldiers.

At the end of the article, you can vote on whether you feel Woolworths was being offensive of not.

I voted yes.

The problem with the campaign is they used the word Fresh. Fresh in our Memories. I had a feeling there was something with that word, so I looked at the Woolworth's website. Fresh is their general slogan.

Woolworths wants us to eat their fresh food while having fresh memories of people dying in battle.

By using the word fresh in their Anzac campaign, it does feel like they're exploiting a sad historical event to sell their brand.

If they didn't use the word fresh, I think it would have been fine. Might they still be exploiting tragic history to make themselves look good? Sure.  But that's life.  It's really hard to draw the line between promoting a cause and promoting oneself.

It's like with the ice-challenge. I can't really distinguish between the people who truly cared about fighting against a motor neuron disease and those who just wanted to look wet, cold, and sexy on Instagram.  In reality, a lot of ice-bucket people were probably a mixture of both.