Darkside Rainbow

The following was submitted as an “Ask Adri” question, but while I’m honestly not sure what constructive opinion I could offer on this, I wanted to share it with everyone anyway. (Warning: graphic imagery ahead.)

Dear Adrian,

I wanted your take on the anti-discrimination campaign that started here last week to make people aware of the new laws Europe instated.

There’s posters, post cards, spots on tv and banners on the internet. The slogan is ‘Discriminating is illegal. And inhuman.’
In these pictures, people’s bodies are shown, and they have labels sewed on.

Amongst others, there’s a woman in a wheelchair with the label ‘dead weight’. There’s a coloured boy labeled ’scum’. There’s a young mother who’s pregnant with her second child labeled ‘takes advantage’. And there’s two guys kissing. One is labeled ‘abnormal’, the other ‘contagious’. (I added the picture, the only one I could find was of the gay couple, it’s the French version though.)

In the TV spot The label he get’s sewed on says ‘different’, and the voices in the back are saying:
‘They just don’t want to work, those parasites…’
‘If I get to choose, I’d rather hire a man for this job…’
‘You can never be too carefull, with all that AIDS and stuff…’
‘Those people don’t care about getting a job, they’re all scum.’

You can imagine the reactions. Half the people don’t care, one quarter is shocked and appalled, and the rest of us think it’s brilliant, daring, will open many eyes.

Me, I cringe when I see the spot on tv. You actually see them sew the label on. I’m not sure what to think. It could be good, really good. But it might be too much. Harsh images and shock effects can certainly work, but… It’s a double edged blade.

What do you think?

The TV spot in question:

Give me a second to stop squirming. Oh, jeebus. The video itself isn’t that bad; I just have issues with needles going into anything other that cloth. (Adri + syringes = NO.)

Truthfully I don’t even think there’s that much shock value involved, but then I’ve seen worse in American adverts, so I may be the wrong person to ask; cultural differences have probably desensitized me to this sort of thing. Still, I can see where some would be incensed or disturbed by this sort of advertising.

The question to ask is this: is it shocking enough to get them to take notice, and then stop and consider the message - or is it so shocking that the message is lost in the horrified reaction to the imagery? I think in this case it’s the former; yes, it’s a little graphic, but no more graphic than watching House or Grey’s Anatomy, and the graphic imagery isn’t played up to grotesque extremes. There’s just enough to be effective and to make sure that you’re paying attention while the point is driven home. At the same time it gives you something to think about on a more subtle level: those labels are painful. In the advert they become physically painful rather than emotionally painful, but the implication of pain is there and registers on a subconscious level to lead people closer to understanding that discrimination hurts in many ways.

When shock advertising is used with immaturity, where the blatant goal is only to disgust while the message itself is secondary, it fails and becomes a cause for public outcry. I don’t think this is one of those situations. I think it was handled with tact and maturity and even if I’m squirming looking at those needles, I admire how cleverly it was done.

I told you I have nothing of value to offer here, but that’s my opinion. Maybe others reading this will have a different take on things. Either way, thank you for sharing this with everyone.

Needle-phobically yours,
~Adri

ask adri, anti-discrimination campaigns, shock advertising, labels