Bono has been championing the Red campaign for a few years now. Like most initiatives it has its critics and it has its supporters. I’m not sure where I sit on this one. On one hand it’s a great example of innovative financing – allowing consumers to contribute to the fight against HIV/AIDS. But I’m not a fan of the message.
I get that HIV/AIDS is having devastating effects across Africa, but to have the tagline of Buy Red, Save Lives (in Africa)?
As an African I hate it – again I get that you’ve got to portray an extreme picture to pull on the heart-strings – and therefore the purse-strings – but for the millions of people who’ve never been to Africa, it only tells one story. And that story is that us poor, starving, disease ridden Africans can’t do anything for ourselves and always need the West to bail us out.
I can see how this story can help raise cash for Africa – and I’m not saying we don’t need it – but isn’t there a way we can do this so the world can see that Africa does do some things on its own too? And this is what should be supported?
And now Bono’s the mouthpiece for Africa? I know I should be happy that someone as important as Bono has made it his mission to do something for the world’s poor (in Africa), but I just hate that it also perpetuates this air of hoplessness of Africa. But maybe that’s Africa’s fault too.
In most place – bar Rwanda and Liberia and a handful of other countries – we need new leadership. Not the old guards who are from the independence days, but younger, people with fresh perspectives – we need our Obamas. Young Africans also need to take up the challenge, with social media sites there is no reason why the work and advancement they are doing can’t be communicated and spread.
For now, I hope that campaigns such as OneLove Kwasila – though paid for by the US government – but implemented by young Africans can be one of many examples of the not so futile situation in Africa.
Maybe I’m just cynical or patriotic to a fault. (Oh, I forgot to mention the ridiculous ad spend to support Red products as well – in 2007 alone it was $100 million and guess how much they raised? $18million. I’m sure that ratio is better now…) Ok maybe I’m just a little bit mad at my own foolishness of getting a Red credit card and despite the money spent on it, I’ve only contributed about £50 to the global fund – I should have just given them the money instead – hell, I should have donated to a charity in Africa directly!


One of a series of animations from the OneLove Kwasila campaign

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