Preparing for the Olympics: Patriotism Vs. Activism

Walking through the city of Melbourne, Australia, this past weekend I met with a massive demonstration in 2000 that the Chinese demonstrators called for an end to violence in Tibet, and for an end to media distortion . Red banners had the words "Tibet was, is and will always be part of China" emblazoned in yellow print. What caught my attention was the couple who brought posters saying "Respect the Truth" and "Respect China." See my article with photos of Chinese protest over Tibet. With the accumulation of the Beijing Olympic Games this year, an increasing number of advertising professionals who are caught in this tension between patriotism and activism. The public in many countries are faced with decisions regarding participation in a global movement and the search for the truth about the welfare of the people whose fate is usually hidden. 180/TBWA China is launching a campaign for Adidas to inspire the Chinese people to get behind their athletes, using the familiar phrase, "Nothing is Impossible." Individual athletes, well known for his prowess in football, diving, basketball and volleyball, are shown as expressions and extensions of the Chinese people as a whole. The greatness is a greatness of all. The unspoken message, of course, is that Adidas is an integral part of the success of the Chinese community athletics. See the print campaign: Nothing is impossible in China. Saatchi & Saatchi Belgium has defied public opinion to think seriously about the future of the Olympics with its print advertising campaign at the University of Ghent. The print advertisement that caught the attention of the International Olympic Committee showed rings of the Olympic Games and the colors of Darfur, with the simple phrase "Darfur 2020" and "dürfen Denken" (Dare to think). The concept was unthinkable? What kind of international cooperation, including China, it would be necessary to address human rights abuses in Sudan? Regardless of politics, international relations and structural issues, the ads are not allowed to run because of their unauthorized use of the Olympic rings. See the withdrawal of the notice, together with previous work in the same campaign: I dare to think of Belgium. MUW Saatchi & Saatchi, Slovakia, has developed a campaign by Amnesty International that raises questions of human rights abuses in association with the Olympics. Three print ads show the victims of institutional abuse in the context of the Olympic sports of wrestling, boxing and shooting. "In the name of ensuring stability and harmony in the country during the 2008 Olympic Games, the Chinese government continues to detain and harass political activists, journalists, lawyers and human rights workers." See the campaign of China is preparing to Amnesty International. The issues raised in these campaigns can be found in any context in which the welfare of individuals, communities and the environment are held in tension with the demands of companies and national institutions. There are more than one side to issues related to Japanese whaling in the Antarctic, the presence of U.S. in Iraq, and the situation of women in the Muslim fundamentalists. Where do you draw the line? Would you stay with the safety of the brands and national identity? Could you make bold statements about the abusive actions of another country? Marketing is a crucial ingredient in the development of a shared sense of community. But I think the publicity in this area needs to challenge people to think and ask, instead of making quick judgments about those who are different. Informed participation should be valued at more than blind prejudice.
Source: http://www.articlesbase.com/multimedia-articles/preparing-for-the-olympics-patriotism-vs-activism-572918.html
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