Facebook’s On This Day feature loves reminding us about things we don’t always want to think about. Frequently, they remind me of my dead dog, my dead grandmother, or to change the privacy settings to “only me” on a lot of old photo albums, but today was different!
Today’s On This Day photo was from a seven-year-old Facebook album with photos of a day trip my mom and I took in 2010. At 19, I had never been to Kensington Market and was vintage-clothes-obsessed so I knew I had to go. My mom and I took the Go-Train into Toronto and explored the Kensington Market streets together (my mom brought her digital camera [neither of us had smart phones yet]), getting smoothies, browsing retro jewelery collections and racks of vintage dresses. That day I bought a 1960’s dress, a 1940’s turquoise hat, and a tie-dye Twiggy print tshirt (I still own the last two).
I remember this day quite well and it’s because my mom and I had such a great time! I’m lucky to have a mother who I also consider a friend. I feel like we’re even closer now than we were seven years ago and it’s probably thanks to adventures like these – I appreciate our time together (even if this appreciation is amplified in retrospect!).
If your Facebook newsfeed was anything like mine was yesterday, it showcased an ongoing list of conflicting opinions over Bell’s Let’s Talk campaign.
The main argument:
Side A: Believes that the capitalist nature of Bell as a conglomerate outweighs the benefits of their pseudo-do-good-campaign (that Bell itself is profiting more than the charities that receive the donations).
Side B: Believes that the money donated and the encouraged discussion of mental health issues outweigh the branding benefits that Bell receives from the campaign.
Corporate Social Responsibility: “A company’s sense of responsibility towards the community and environment (both ecological and social) in which it operates. Companies express this citizenship (1) through their waste and pollution reduction processes, (2) by contributing educational and social programs, and (3) by earning adequate returns on the employed resources” – Business Dictionary
Cause-Related Marketing: “Joint funding and promotional strategy in which a firm’s sales are linked (and a percentage of the sales revenue is donated) to a charity or other public cause. However, unlike philanthropy, money spent in cause-related marketing is considered an expense and is expected to show a return.” – Business Dictionary
Essentially, corporations are facing more criticism on their bad-guy-reputations, public relation teams then work to combat that negative image by associating themselves with a good cause. The bad guys aren’t going anywhere, they’re just wearing the mask of their non-profit partners. Does this really hurt anyone though? Some argue that Cause-Related Marketing is good thing, yes, the rich continue to get richer, but a charity benefits at the same time.
Those are the monetary benefits of this Cause-Related Marketing campaign, but there are also social benefits like the efforts taken to minimize the existing stigma around mental health. #BellLetsTalk encouraged many people on my social media feeds to share personal anecdotes about their own struggles that I would never have known otherwise. However, I am sure that many people continue to hold back personal truths online so that future employers cannot discover that they have a mental illness. For those who are brave enough to disclose their mental health histories online, I applaud you. You are taking a risk at exposing your true self and letting others no that they are not alone.
While perusing Twitter, I came across another trending hashtag: #BellLetsActuallyTalk. The following examples highlight a common issue that many tweeters had with Bell’s campaign.
My argument is similar to that of last week’s Blue Monday blog post; just because we are focusing on a good cause for a day, doesn’t mean that people cannot continue the practise for the rest of the year. Isn’t bringing attention to a worthy topic a good thing?
Let’s look at #BellLetsTalk as a conversation starter for the rest of the year and recognize that help from a conglomerate is better than no help at all.