I’ve been trying to write this post since I got to Dubai two days ago but words keep failing me. I fancy myself a sophisticated traveler but nothing prepared me for this place. It’s not just the opulence (which is outrageous), it’s more the sheer FOREIGNESS of it. There are only a few places on this planet I never thought I’d see in my lifetime, and the Middle East is one of them. Moreso in a post-9/11 world. And yet — here I am. I awoke at one point during the 12 hour flight over here and saw on the on-screen flight tracker that we were flying right over Baghdad. That’s when it hit me. I was really on my way to the United Arab Emirates. I’ve been farther away from home before (my husband’s home city of Chelyabinsk, Russia) — but nothing has felt as far away from home as Dubai.
As part of yesterday’s itinerary (I’m here in meetings with my Olay client) we venture into a residential neighborhood to spend time with a Dubai local woman to discuss her skin care routine. Her name is Rasheed and she isn’t much older than I am. She welcomes us into her beautiful home, introduces us to her dimpled 12-year old daughter, serves us juice and coffee. And then we talk through a translator for an hour. About skin care, of course, but also about feeling beautiful, about husbands and kids, about keeping house, about working and getting to the gym. Rasheed is eager to show us her yard, the pheasants and chickens she keeps, her lime and mango trees, the patio that’s under renovation.
I notice tall pots of alyssium, a sweetly-fragrant flower I plant along my borders each spring many, many miles away in New Jersey. It’s the sight of those flowers in their carefully tended pots that gets me. Rasheed and I love the same flowers.
Same way we love our kids and our husbands, and playing with beauty products, and enjoying a chat over coffee.
Maybe not so foreign after all. Imagine that.
So this was me at 5:32 PM last night on Facebook.
If you’re a chick, I bet you had your own “what up with all the colors on Facebook statuses?” moment yesterday. And, like me, you probably had your little moment of epiphany:
As I think many of us now know, someone somewhere invited women to share their bra color on Facebook yesterday without public explanation, all by way of spreading breast cancer awareness (Mashable speculates on the origins of the meme here.)
I actually adore this idea – it does everything a viral campaign should. We saw, we questioned, we buzzed, we laughed, we passed it on. And it was a uniquely chick-ish “social object” to be passing, wasn’t it? Our bra color, for god’s sake. Intimate but not embarrassing, a way to express individuality (I’m talking to you, animal-print ladies) and sisterly solidarity at the same time. And kind of keep the boys out, except when the boys themselves started playing along. Which is hilarious and alarming in equal parts.
BUT. As a cause-related effort? Not as successful. Feels like there was a big missed opportunity here. I’ve done a bit of cause marketing in my time and subscribe to a cardinal rule: tell people what they can do to make a tangible difference. The bra meme got the hard part out of the way – it got us buzzing. It just needed to connect the dots and give us the tools to make a difference.
Is it because this was a grassroots effort started by a woman without ties to one breast cancer organization? Possibly, and fair enough. Was it just intended to “create awareness” without any other call-to-action? Again – possibly (though breast cancer is hardly a disease which needs to be put on the map.) For me, if you gave me a shortened link to share along with my color on Facebook and Twitter which let people click through to make a donation or sign a petition or something else concrete – done and done. I would’ve shared it gladly and hopefully made a measurable contribution to the fight against a disease which has touched every single one of us.
So did you participate in the bra meme? If you’re a marketer or PR person, how would you have handled it as part of a cause campaign?
Thanks to my Twitter pal @karinatweedell for sending the Mashable post and holding my hand as I struggled to understand what all those damned colors meant.
Ugh, I am the world’s laziest blogger. I didn’t manage to hit any of the usual bloggy post milestones — no “Happy holidays to my readers,” no “Year in Review,” no “Predictions for the Year Ahead…” I’ve been too busy this holiday season shredding my carpal tunnels playing Guitar Hero and poisoning the Russian with turkey tetrazzini I made with, uh, slightly aged turkey leftovers.
HOWEVER. I do want to take this occasion to wish you a very heartfelt and belated Happy New Year. I can also say to all my Russian friends (and those who love them) — Merry Russian Christmas. I wish everyone who comes in contact with this blog all the best for a healthy and happy 2010. Thank you for reading my scribbles. It means a lot to me, it really does.
To make myself feel a little less slackerific and prove that I have actually thought recently about this industry of mine (not just turkey salmonella and Guitar Hero), I am sharing a video interview I did before Christmas with the one and only Owen J.J. Stone a.k.a. “OhDoctah.” For those of you who don’t know, Owen is a brilliant vlogger and social media consultant who actually knows his stuff and doesn’t spout jargon at you all day. No snake oil, just smarts and a WHOLE lotta charisma. To know him is to love him, which I learned the moment I met him at the 140 Character Conference in LA last fall. You can find him here and here on Twitter or at his company website (IQMZ).
Anyhowdy, we sat down to jaw about public relations and social media; check out our conversation here.