Social media social justice is tricky. Cyber-vigilantism is rarely better than old-time bullying, and the ramifications of public shaming can have grim consequences, both professionally and psychologically. But thorny social justice commentary—simple, shareable—is a tool for change.
Look no further than the human rights violations taking place in Qatar as they prepare for the FIFA 2022 World Cup. In a word: slavery. In a few: inhumane work environment. It’s begrudgingly been accepted that clamor alone has no effect on working conditions for the laborers. The pressure will come from sponsors pulling their support, and to enact said pressure, the masses have found the point of contention: the brand’s public perception.
Do these pictures, created by a since-deleted Reddit account, really need an accompanying explanation? No, and that’s what makes them so poignant. Coming off the heels of Mad Men’s finale, you’d expect #Coke to be flush with goodwill and positive buzz. Nope, slavery. Share or don’t, the social media mob is sharpening their pitchforks regardless. And we’ve got 7 years to go…
~ Chase Cambria, Jr. Copywriter, The S3 Agency