In America there was recently a technology marketing event called SXSW Interactive and this is where you normally see a new app launched or a keynote on how well marketing is doing in the digital age. But this year we have something that's caused a great deal of controversy. What caused people to either get outraged or think its a great idea? A marketing campaign by BBH Labs, in partnership with Front Steps, an Austin, Texas homeless shelter. The result was "Homeless Hotspots," several real, live homeless men equipped with Verizon MiFis, wearing specially printed t-shirts which say, for instance, "Hi, my name is Clarence, I am a 4G hotspot, SMS HH Clarence TO 25827 for access," with a URL of the Homeless Hotspots website. The program asked for a suggested donation of $2 per 15 minutes of Wi-Fi, donated via PayPal, but had no official going rate (though you had to pay something). The money, once collected, would go directly to the person manning the 4G hotspot. A lot of outrage followed, unsurprisingly, because of the basic, gut reaction to the objectification of real human beings being used as a marketing stunt. Wired’s Tim Carmody, late last night, detailed some of the seemingly questionable back story of the company (which is a marketing firm, after all) while ReadWriteWeb made plenty of really great points about the problematic nature of this gimmick. Those criticisms are real, but I would still argue that the campaign is effective at its stated purpose (regardless of the motives involved): raising awareness for the homeless.
Branding agency BBH was forced to defend its 'Homeless Hotspots' initiative after it was described as 'dystopian' - and lambasted as a 'shameful, hideous, patronising, dehumanising idea' by British brand strategist Luke Scheybeler.
Lets be honest, we ignore homeless people. Whether you're on holiday or staying at a hotel for work, you will see homeless people about and most of the time you tend to ignore them. Now this isn't because we're bad people. Its because our humanity would stop us walking away from a homeless person once we know their story and suffering. For this reason, we choose to pretend that they aren't there in order to save ourselves from the possible guilt that may occur once we do take an interest and maybe try to help. The United States estimates around 750,000 homeless people within their country and around 3.5 million people who have been homeless at some point within a 12 month period. In our beloved UK, there are estimated to be just shy of a million homeless people of which, 100,000 are whole families. This campaign of turning homeless people into walking wireless hotspots has its benefits and yes, the intentions of the marketers isn't very clear but what we need to understand is that from a homeless persons point of view, its a win win situation. No one can understand what a homeless person goes through and what true poverty feels like until they have experienced it. I have seen and experienced that world and in my very personal opinion, I think this is a great idea.
Regardless of how you look at it, this is a job. The homeless people that are carrying these hotspots are working for the company who pays them the money obtained from the Paypal donations. Its no different from us getting paid for whatever our day job is. It also gives the less fortunate hope. The biggest effect on a homeless person is psychological. Morale is low, you feel useless to society and your peers. You know that no one is going to take pity or help you as everyone has their own lives to lead which also fits in to the point I made above regarding how we instinctively ignore homeless people. I feel that the kind of person who complains about how this is wrong and shouldn't be done is the same kind of person who walks past a homeless person like they are invisible. To be honest, that may be more of a fact than an opinion.
Lets get to the bottom of why people don't agree with this. Its actually very simple, theres only one reason: Raising Awareness of the homeless. As I said, most of us ignore the homeless. We see people trying to flog Big Issues on a daily basis but we try to scurry by as quick as possible and not make eye contact. To be fair, I've done that too, but I've never ignored homelessness as a major issue in our modern society. I do what I can to help. Like I said, most people never experience the reality of it so they choose not too. This is exactly what this Wi-Fi hotspot for the homeless will change. It will raise awareness and people wont be able to ignore it anymore. In a situation where you're at a hotel that doesn't have Wi-Fi and you desperately need internet access for whatever reason, you find out that the cafe across the street has a homeless person holding a Wi-Fi hotspot. If you need internet access would you wait or would you walk over and start using the homeless hotspot? In the case that you do use the hotspot, you will know the name of that homeless person and know why you have to pay to use it. Just like that, you're no longer ignoring the homeless. If you decide NOT to use the hotspot
So the reason why people are kicking up a fuss about this is that they don't want their eyes to be opened regarding the homeless world around them. They would prefer to pretend like the issue doesn't exist and want to get on with their lives like the less fortunate aren't visible. Technology is the only reason that homeless people across America now have some sense of hope with this new campaign. Yet people still prefer to stay oblivious to that fact, despite knowing full well that we rely on the same technology so much. In regards to the marketers and companies behind this, its always going to be about a profit in the end but if it is paying some one who hasn't got a roof over their heads, who is it actually harming? The homeless? Us?
The reaction to this is just another classic example of the strong separating themselves from the weak instead of protecting and helping them. We like using the internet but we don't want to use the internet through a homeless person because then we're forced to acknowledge that poor people and homelessness exist in our perfect, happy lives.
This is a fantastic idea and those who think it exploits or harms the rights of the homeless, need to wake up and realise the reality of the issue.
UPDATE: Due to the negative feedback, branding agency BBH has decided not to roll out the campaign until further notice. Emma Cookson, chairman of BBH New York said 'We have no definite, specific future plans yet, in New York City or elsewhere. This was an initial trial program and we are now listening carefully to the high level of feedback.'
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1 comments:
What a fantastic idea! :)
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