What Colour is Your Washing?

Green or pink? Are you confused? Well, this has to do with social responsibility, social awareness and giving: which is what my mission is all about.

These are from Wikipedia:

Greenwashing:  Marketing is deceptively used to promote the perception that an organization's aims and policies are environmentally friendly.

Pinkwashing: The promotion of consumer goods and services using the pink ribbon that represents support for breast cancer-related charities.

Why am I bringing these rather negative terms up? Recently by chance, I saw a great documentary about 'buying to help others', named "Philanthropy Inc."  The tag line: How the new world of strategic marketing has turned charity into a profit center. It was very informative and educational and is one to watch for sure. So I am discussing this because it shows how the idea of R4W will work.

I have 4 pages of notes from the film but I'll just touch on what is pertinent to my mission. First, this is a new wave. The whole "shared value" idea has certainly taken hold, so the time for a benefit movie is perfect. They mention the power of marrying brands to raise awareness and making positive changes, so having a movie that serves as a tool for raising funds and awareness fits right into this new formula.

As much as many people don't like Walmart for some of it's practices, when Katrina hit, Walmart beat the government in getting aid to the people, and regardless of how cynical some people reacted to that, the bottom line is that help was where it needed to be. Walmart went from a dragon, to a rescuer, which exemplified the power of corporate philanthropy.

Water was a huge issue when the documentary mentioned the partnership of the WWF and Coca Cola and unfortunately not much was positive. The water wars in India and China are especially a concern and although this film was made in 2009, there are still issues going on. So awareness about partnerships is very important.

The Susan G. Komen Foundation is the breast cancer awareness leader and has its pink ribbon on many products, but there was quite a story about Yoplait yogurt and the rBGH hormones that was in the milk used in its production. A controversy grew. A foundation that supports cancer research was partnering with a product that contained an ingredient that actually caused cancer? Think Before You Pink fought this and won. rBGH is no longer in Yoplait. It was very inspirational that people can make a difference when they believe in something.

The filmmakers showed both sides. Corporate philanthropy was criticized in the film, more than once. It's just marketing. Are they really altruistic?  They're just benefiting from good press.

So. What about Remake 4 Water? What about a movie that would raise awareness and funds for the Global Water Crisis. Is it going to be green, pink or even brainwashing? NONE of the above!

1. Hollywood already has the market on movies. There isn't any competition.
2. People already go to see movies. There isn't any controversy.
3. It would look good for Hollywood. (Not a bad idea.)
4. People already go to see movies. They aren't changing behaviour.
5. Water and restaurants have a natural relationship. No hormones needed. (Just seeing if you're awake!)

Water is an extremely important issue that needs to be addressed. Hollywood is seen as a single entity. Not many people on the outside speak in specifics like studios or publicity companies. It's all lumped together. So this Hollywood "corporation" wouldn't be criticized because it's Celebs Doing Good and people would know they are helping by going to watch a movie. We all like to be part of a good thing.

You know that march on Walstreet? I have been saying for a long time that it will eventually happen to the entertainment world like, sports and Hollywood. So how about if we beat the "Holiday Rush" and have some good things come out sooner rather than later? Sounds good to me. C'mon. Let's Do It!