First Things
Buying overpriced luxury items—the true meaning of the Parable of the Good-Looking Samaritan. Anyway, it’s been a year now, and the results seem poor. Unhappy with the Advertising Age report, the CEO of (RED) issued a public response. It makes some valid points: The money was going to be spent on product advertising anyway, so we might as well raise awareness about AIDS in Africa and raise some money at the same time. Certainly the sick in Africa aren’t sneering at the $18 million. For many, it has been the difference between life and death.
But there is something wrongheaded—even repulsive—about the approach. Turning the life-and-death plight of an entire continent into just another advertising strategy. Making charitable giving a matter of satisfying consumerist desires. Attempting to solve African need by Western greed.
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Just sign our petition! Just call President Bush! Wear our wristband! That’s all it takes to make poverty history! You don’t even need to give a dime!
What a bizarre method. Why not appeal to our consciences directly and ask every American to donate 1 percent of our personal budget to the poverty-fighting charity of our choice? The ONE Campaign made significant inroads with the religious communities—having them demand more from the government. Why not ask for a tithe? Why not call for personal contributions instead of political noise-making?
But that would require sacrifice. And that wouldn’t sell. Nor would it be trendy. It’s so much easier to say we can fight AIDS by buying Armani and Gap. It’s so much easier to say we’ll end world poverty by telling Congress to do something about it. My “good-looking” “fine self” sleeps so much better at night knowing that my (RED) purchase has bought pills for someone in Africa, that my signature on the ONE declaration means I’ve done my part. (more)
