The rise of philantropic propaganda

Nearly a year ago, I was stuck on the highest floor of an apartment building in Santiago de Chile with Alexandra and the kids when the 8.8 earthquake struck. A lot has been said about natural disasters but the noise and the smell and the feeling of panic never really leave you. To this day, I have an primal reaction when the winds get too strong and I can no longer come close to the windows of my 28th floor apartment. Alexandra is even bugging me to change the bed because she feels it is moving too much when I move at night ( for the record, I dont move that much).  But this is not the only visible effect it had on me. Though I did not suddenly develop a limitless capacity for empathy, I started to look at the news with a different eye, always looking for the people beyond the broken landscapes. I started to wonder how I could DO something about the whole situation. Some call it finding a purpose, others think it is a certain sense of charity or an education. To me, it was a healthy way to make some sense of what had happened. And also the deep conviction that I have time, money and even without the capacity to turn back time and change the course of events, a certain ability to manipulate others to spend their money on things they may not need or want in the first place......A conviction that I share with a few individuals who I really like and trust . They are all in the propaganda business in some way but have been able to do some good at the other end of the planet. I wanted to give them a share of my blog today. They are the living proofs of the rise of the philantropic propagandists.

When we got back from Chile, we gave money and diapers to Haiti; it never felt enough. We thought of adopting an orphan child to get one human being a better life; it did not feel right.  So, we ( I )  gave more money. Alexandra supported this without ever asking me to consider setting up a University fund for the kids. In Haiti, I could see all my Caribbean brohers and sisters. I know it is a cliche but I grew up reading secretly the life and works of Toussaint Louverture and hoping one day to get to know the first country to free itself from colonialism. I never went to Haiti before though I have met with tons of Haitians, from cab drivers in New York to friends in French Guyana and have been an undeterred fan of Tabou Combo. It is ironic then that the light came from my Irish friend, Camilla, a reformed advertising executive  ( she is so going to hate that description ) and up and coming script writer ( and that one even more), who announced on December 8, 2010...."I'm proud to launch the HaiTee shop with the support of the Soul of Haiti Foundation. The unique ''Purrrsuit of Hoppyness'' design was inspired by the uplifting, true story movie 'The Pursuit of Happyness' starring, of Haitian descent, Will Smith and his real life son, Jaden.  100% of HaiTee profit go directly towards empowering Haitians to rebuild their communities after the devastating earthquake last January"..........A long way since her days trying to convince teenagers to drink more Minute Maid OJ than they can swallow. By the way, whilst we are at it, you can do more by checking www.haitee.com, and www.soulofhaiti.ie .

Last year, my friend and movement master, Scott Goodson, founder of the Strawberryfrog agency, announced the launch of another initiative : The girl store for Nanhi Kali. By buying items online, one could directly help Indian girls get their life back ( www.the-girl-store.org ). The initiative in itself is controversial, linking so clearly a humanitarian issue to a business strategy. But it drove attention to a cause that many girls in India thought was already lost. Scott's agency also designed  another mindopening movement, called "A girl story". "A Girl Story..."follows the path of a young Indian girl named Tarla who wants to go to school to better her life. Whether she succeeds, however, is completely up to you because Tarla's story progresses only by audience donations that unlock new chapters within the YouTube film series.A Girl Story has created a sustainable effort that people can belong to and share, as they become a part of an organization currently supporting 10 years of education for 58,000 young girls". Also disturbing but don't you feel the drive to go and check on Tarla? This is propaganda. And somehow, ..., yeah right,....philantropic.


Then, as the earthquake, the tsunami and the nuclear accident had hit and hurt Japan, another buddy, Quibe, who I have not heard of in years, sends me a Facebook note, directing me to  http://tsunami.cfsl.net/ . This site is an open blog publishing illustrations from comics artists who want to support those in need in Japan. The sale of the works will go to Japanese NGOs. I was really proud that  a young French artist who has zero connection with Japan except a wicked talent for drawing and an unhealthy attraction for Goldorak and Japanese superheroes - check his own blog to see what I really mean ( quibelog.blogspot.com ) - found in no time the drive to put his talents at the service of a great and far away cause.

This starts to sound like a Pepsi marketing operation. But there is a  wavelength on which you can find Camilla, Scott and the teams at Strawberryfrog and Quibe ( and me ). What we can control is a meaningful aptitude to communicate. And I thank the masters of the soap industry ( and breakfast cereals, and airline, and yogurts, and Swiss timepieces, etc,..) who  taught me so  much about persuasion in the last 15 years. The pieces of the puzzle are now coming together!

Our talents, any talents, can always be used for a better cause but are we doing anything more than good old charity? I believe that we are acting, as much as we can. and giving in a currency that is normally used to deliver volumes and sales. Fundraising IS an irritating business to be in because one too often fights for the dollars in the pocket with misery and shock tactics.  Finding a respectful way to do it is the new trend. And it does matter than more than 5 folks , without counting my family members, click on the links , watch the videos and the illustrations and feel moved and compelled enough to change something.


As far as I am concerned, I wanted to get a more insightful and personal view on what it means to be facing a humanitarian crisis before I put my pen to paper....: On May 15th, I will be somewhere in Malawi, helping communities get clean water. More will come on this very soon but this is one way to feel the real life before I come up with a truly groundbreaking strategy for Haiti.....

In the meantime, here is one idea you can jump on : go to Haitee.com, buy a Tshirt, take a cool picture of yourself and send it to me. I am sure Camilla will find a cool way to put all these pictures together and sell them for a decent profit for Haiti. This is trigger her Irish sense of purpose to get in action.

This was my second post. I am not a blog virgin anymore. Good  night and good luck. 

I wake up and inform Alexandra, who had a girls night out with Ola yesterday and has not seen my FB annoucement because she never connects to FB, that I finally started that blog I have been talking about for...years. She informs me that the name I chose is not written in proper English. Granted its not . Thank you mon amour. But if I was writing in perfect English, how would the rest of you know I am so desperately French? This will be the written expression of my charming Gallic / Caribbean accent. Seen from afar IS the correct expression. You should know I knew. All in Touchaud, we are moving ahead.
Then, because I want to do things right, I read for the 10th times the first chapter of "Create your own blog" by Tris Hussey. And Tris tells me - in the first chapter!- to know what I want to blog about. I quote "If you want to write about knitting beanies for baby bunnies, more power to you. Just do it". I am by now at a standstill and it is already 830 am. Aristide wants to go to Kindy and Paloma needs to get dressed ( she is skipping school today to go to the beach).
Here is me,  questionning whether I will be the King of knitting beanies for baby bunnies, the online VS Naipaul, the Emperator of the consumer connections theoretical discussions. And I don't even have the start of an answer. So I assume the only thing i can do is start and see. All in Touchaud, a small step for you, a big step for the blogging world !
Next come my editing choices. Editing for dummies they say. How come it takes me 120 minutes...do I need an art director to help me? If so, should I call a tradi or an online art director ? Or Martin Sorrell and he will figure it out for me? I choose green and black and the rest of it. Typos and all. All in  Touchaud, keep pushing the coal wagon.
Adsense shows up. I need / want / am intrigued at the idea I could "monetize" the blog. But does it mean my followers will become targets and be bothered by ads they dont want to look at? My greed is certainly bigger than my moral sense of privacy today and I dive into the unknown world of Adsense. All in Touchaud, we have been at this blogging thing for 3 hours and not one word has yet been written.
Along the ride, I have faced what scares me everytime I hit the firefox button. The endless compulsive nature of my surfing habits and the sheer variety of available choices is just overwhelming. I cannot start reading the news online without clicking on the links for the background info, watch the videos whilst at the same time listening to ( at he moment NHK World ) radio....And do my job. By noon, my brain is fried and lunch is a desert crossed on an empty mind. 
Which is exaclty when the new Adidas camapign hits the screens. All in !!!
Joe la Pompe informs me in no time that it is a rip off of an old Nike ad. On FB, Marco thinks its well shot and more but space is scarce on my blog. Franck believes its ok because it has a lot of French talent in it ( I think he wish he had shot it for Pepsi ). 5 other friends have an opinion. I want to answer all of them because I have something interesting to say about all of it. But I run out of time. A blog might be the best way to do it. I hope I will still have enough mental resources to write it the way I thought it. I should ask Kevin Roberts how he manages to pull so many interesting snippets in each of his messages. Does he write all of this by himself? 

All in Touchaud, that is my first blog and I have already mentionned Kevin Roberts. They tell me its good to increase readership. By the way, the only thing I like in the Adidas film is the selling line. Give it your best shot Tiger, because its All in today.

My lovemarks are Guadeloupe, Casanis, L'Equipe and Alexandra Munro Touchaud from Wellington. In no specific order.
Good night and good luck. Does anyone know how I post this on Linkedin?