of those times when companies manipulate us under the guise of "trying to help". You know, the formula companies sending their product to underdeveloped nations to "help" mothers feed their babies (there are all kinds of ways from Sunday to argue how that is very backhanded "helping"). And other instances: "Buy our product and we'll donate one dollar to the cancer society." "Use this coupon for this food and the kids' help phone will get our support." "Buy this kids' meal and we'll support the hospital for sick children." Etc etc etc. The whole thing is designed to push a button in you, the emotional, nurturing self, in order to get you to buy their product. Sure, they may have done something decent along the pathway to consumer dollars, but still the bottom line was that you bought THEIR product and not another companies'.However.
I truly believe that there is a time when that level of branding can do GOOD in the world. In this instance I am speaking specifically about the Dove Sleepover for Self Esteem, which takes place tomorrow evening at 7:00. It is a completely free event, hosted by Dove (okay, yes, Unilever Canada) and YTV and WTV (okay, yes, Corus Entertainment won't be hurting by doing it either).
It is an event whereby Mothers and Daughters and Aunties and Cousins and Nieces and Friends are encouraged to come together, to have a sleepover, to do girlie things that make us feel special, to get into our jammies, and watch an endearing movie about strength and fortitude and women(girls) standing up for themselves. There is a pre-show and all of the "commercial slots" go back to a host who is at a (probably studio set) sleepover, and who brings up some of the issues with a group of girls. There is also a very good website (link above) where you can download discussion ideas, invitations, games and recipe suggestions.
I suppose if I were to be fair, there are a couple of minor issues. First of all, yes yes yes, I had to buy some product in order to fully "play the game of participation". But that was my own decision, and I thought it was a good idea. Buy a couple of Dove products and get PJ bottoms for the event. Why not? I need shampoo anyway, don't I? So I did it. I bought into it and sent away for the pants. A couple of minor mishaps later, Sarah and I both have pants! And okay, yeah, I get it. But it's all part of the adventure for us, so I think it's okay.
Also, I ended up falling into the trap last year by accident (in other words, there was nothing else on). To my mind it seemed like a really good idea and a really nice thing to do for young girls, but the host was over the top and dare I say it? Hokey. She was a hokey, silly woman. BUT, the idea was a solid one. So I said that maybe this year Sarah would be old enough and it could be something we could do together. AND, I am actually quite excited. This year's host is a younger woman (that was problem one last year), can identify with the kids better, and is someone anyone who has ever watched TV for kids has seen. She is likeable, and most importantly, I like her. I encourage you to look her up here. She is bound for big things.
Well, here it is. We're going to my sister's house, we're taking our jammies and cream soda and nachos and stuff for facials and pedicures. We're going to watch the pre-show and Ella Enchanted on YTV. With luck my niece Kelsey will stick around (Sarah would LOVE that!). I'll ask Sarah what she thinks of the content (questions about friends who tell secrets, exclude people, show off, bully, etc). I'll sit with her and put my arm around her and enjoy every moment. I'll dance with her and get goofy with her. I'll let her stay up late.
I'll let her be on a self-esteem high; where she is the center of attention and she feels special.
That, to me, is what it's all about. I know Dove will make money on the thing. They'll get recognition. Their very target group will be impressed with them and therefore purchase their product as that emotional button is pushed.
BUT, my girl, and countless others like her, all across the country, will all be sitting down together to build stronger relationships with each other. They'll be working on better understanding how other girls think and act. They'll come away from it maybe feeling a little more confidant in their role - understanding that feelings they have are shared by every other girl their age. They'll feel good. And their moms, aunts, and grandmas might understand them a bit better too.
So isn't that what it's all about? Doesn't that make it worth it?
I think it does. I think that sometimes, every now and then, sneaky ad campaigns to get us to buy in actually DO help us and society.
What about you? What do you think?
*Overturning the Tables written by Julie Kinkaid, United Church Publishing House 2008. Designed by Diane Renault-Collicott.
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