Nike and Girl Effect: Rebranding Poverty
摘譯者：張弼涵
September 28, 2010 –Sheila Shayon
在今年(2010)的Clinton Global Initiative誰才是主角呢?是那些著名的名人或CEO們嗎?都不，是這部由Nike的行銷部門製作的影片抓住所有人的注意力。
這部影片的重要之處，就是重新定義了貧窮，他們以一個生動活潑，正向，更貼近社會的方式宣傳。
The star of the 2010 Clinton Global Initiative? Not the various celebs and CEOs at the event, but this video. Designed by Nike's marketing team under the watch of Maria Eitel, president of the Nike Foundation, the first Girl Effect video in 2008 has been watched by an estimated 10 million people.
Just a few of the movement's supporters at CGI's annual meeting: World Bank managing director Ngozi Okjonjo-Iweala, New York Times columnist Nick Kristof, CARE CEO Helene Gayle and Intel Foundation president Shelly Esque.
Kristof, reporting on the event said, "My hunch is that the most effective way to market antipoverty work in coming years will be by rebranding it, in part, as a security issue." Suggesting ways to do this, Kristof continued: “Punchier marketing. Humanitarians tend to flinch at the idea of marketing, thinking that’s what you do with toothpaste. But it’s all the more important when lives are at stake.”
While hundreds of billions of dollars will be spent fighting terrorism, Kristof argues that “schools have a better record of fighting terrorism than missiles do and that wobbly governments can be buttressed not just with helicopter gunships but also with school lunch programs (at 25 cents per kid per day). International security is where the money is, but fighting poverty is where the success is.”
Eitel and her Nike colleagues are open to suggestions of how to take this initiative forward – and if anybody might best the government officials and politicians, it’s the mavens of the most successful branding campaigns.
After all, why couldn't Nike marketers help eradicate poverty? Who wants to sell shoes to an audience with nowhere to run? Let alone run for office ... or hop, skip and dream of a better future.
Of course, Nike isn't doing it alone. The Nike Foundation is working with the NoVo Foundation, the UN Foundation, the Coalition for Adolescent Girls, CARE, Plan, the Population Council, ICRW and the Center for Global Development and many others.
Find out more at The Girl Effect website, its Facebook page and follow the movement on Twitter. Scratch that: don't follow. Get involved!
出處：Link
