PRaddy PRower

As the curtains on 2019 draw to a close, there are few stones left unturned when it comes to rustling up a funky fresh PR campaign. Something which has made this all the more difficult, is of course the strong prevalence of social media.

A 5-second Instagram video of Kylie Jenner singing ‘Rise and Shine’ to her baby swept the nation instantaneously. Memes flooded in at top speeds, with Ariana Grande making a cover of the video… but that’s not the cherry on top – Kylie did not waste a second, selling hoodies displaying ‘Rise and Shine’ at the generous price of $65 to add to her $1billion net-worth. It would be difficult to label this a hard day’s graft for the world’s youngest billionaire – so how do our beloved ‘Average Joe’ companies stand a chance when it comes to launching PR campaigns? Well, as the Irish bookmaker Paddy Power has proved time and time again, the shock-factor almost always comes up trumps.

Arguably notoriously known for their devious approach to marketing and PR, Paddy Power opened their very own ‘Museum of Mischief’ in 2018 to mark their 30th anniversary. Containing a ‘Department of Complaints’ which showcased their most complained about adverts and stunts, the pop-up made it clear that the bookmakers do not plan on shying away from further mischief in the future – yay! Personally, I am a big fan of their unique approach – albeit, due to their idea of taking bets on the assassination of the USA president in 2008, I could be Obama-self on that one… But whether you love them or hate them, let’s have a proper-gander at the propaganda and top quality PR campaigns they have displayed…

 

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Brexit Means Breakfast

It seems to me that even those self-proclaimed political-professionals amongst us are still not 100% certain on what exactly Brexit will mean for us. Even so, D-Day is looming, and there is a definite sense of unease in the air regarding the unknown. As expected though, Paddy Power gave us their 50cent on the whole phenomena in the form of ‘The Brexit Bunker’. In March, Paddy Power teamed up with actor and former football professional Eric Cantona to unveil their satirically designed safe haven for the victims of the’ Big Bad Brexit’. In a bunker situated in a hidden location in the sea between England and Europe, the public were given the chance to win a two-night stay in the bunker that is ‘built to withstand even the stupidest political crisis’. In true Paddy Power fashion, they’ve dissected the most topical news story at present and taken the absolute mick out of it. All this, whilst also treating a lucky pair to a quick getaway – top class if you ask me. You can have a nosey here at how the pair got on during their um…holiday?

Time for Costa to ‘Faeces’ the Music

After a widely covered BBC investigation found “off the scale” traces of faecal bacteria in iced drinks at Starbucks, Costa and Café Nero, there was nowhere to hide for the Costa situated right next-door to Paddy Power in London:

Paddy Power Costa

Whilst unfortunate for Costa, I have to admit to chuckling upon reading their extremely immature and highly entertaining encouragement for punters to come inside. I think even in the case you’re a little conservative and disapprove of such tomfoolery, you have to commemorate their unwavering determination to be positively eccentric.

‘Nacho’ Average Welcome Party

Of course Paddy Power was never going to leave the arrival of Donald Trump into Scotland unattended – instead of rolling out the red carpet, he was greeted by a certain Mexican concoction…

Playing on Trump’s controversial comments about the Mexican people, and his supposed wall enforcing the borders between the nations, Paddy Power armed the band called ‘Juan Direction’ to play for Trump as he arrived to visit his golf resort. A little birdie told me everyone is certainly on a par with Paddy Power on this stunt…another ridiculous yet genius idea executed.

paddypower-mexican-band (1)

 

Power-ful Stuff

Even though I have only discussed a few, I think you can get the gist of what makes this Irish bookmaker tick. Whilst many campaigns launched by Paddy Power could be argued the opposite of politically correct, one constant throughout is that each campaign makes its mark – pushing the phrase ‘all press is good press’ to its limits, eh?

Sinead Armour is a Final Year BSc student in Communication Management and Public Relations at Ulster University.  She can be found on LinkedIn – Sinead Armour or Instagram – Sinead Armour 

My Top Favourite Campaigns!

Ever since I started to study PR and started to understand the effort that goes into creating a PR and marketing campaign, I have gained an appreciation for a campaign that can make me stop and think!

For me, the campaigns I remember the most are those were companies use their platforms to highlight the social issues happening all around the world to gain consumers attention to the social issues as well as the product they are promoting.  These campaigns are always very controversial and inspiring, social media however allows everyone to post their opinions and views without focusing on the issues being promoted. Campaigns are becoming increasing more difficult to promote as consumers are always finding ways to avoid watching or listening to ads, which requires companies to work harder than ever to gain our attention.

Here are a few of my favourite Campaigns that focus on social issues:

Nike

“Believe in something. Even if it means sacrificing everything.”

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Like many, I didn’t really understand the sacrifice that Kaepernick made when taking a knee during an NFL game, it wasn’t until I seen the Nike campaign that I actually researched what it all actually meant. Nike took a stance on a social issue for their 30th anniversary campaign, the campaign featured former San Francisco 49ers quarterback. Kaepernick took a knee during a pregame playing of the American national anthem in 2016 to protest racial injustice America, as a result of this he has not been signed by another team. This caused outrage among many people including President Trump who attacked the advert ‘’I think it’s a terrible message that [Nike] are sending and the purpose of them doing it.’’

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Many went as far as to burn or cut the Nike logo off their products in solidarity with their country, many felt it was unpatriotic and incited rage among consumers.. However, the campaign actually increased Nikes stocks by 5%.

Following this controversial campaign, Nike also launched a campaign featuring women in sports.

 

‘Dream Crazier’

Nike also released a campaign focusing on ‘crazy’ women in sport. This campaign worked to redefine what it means to be a ‘crazy’ woman and remove the negative connection of the word. It focuses on female athletes who have worked to break down barriers, to inspire the next generation of female athletes.

It features tennis champion Serena Williams who speaks throughout the campaign as she has personal experience of being called over emotional. She was questioned by both the media and social media when she returned to the sport after giving birth to her daughter.  Throughout history women have always been seen to be inferior to men within sport, to this day these negative stereotypes still apply.

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I have always appreciated Nike’s ability to tackle the most controversial issues without worrying how it will affect their brand but focusing more on bringing attention to issues that they support. Nike founder Phil Knight, said “It doesn’t matter how many people hate your brand as long as enough people love it.”

Jigsaw

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Jigsaw is a luxury British Fashion clothing and accessories retailer, that took a stand on immigration with their ‘Heart Immigration’ manifesto which challenged the idea that  anything or anyone 100% British.

NM24This comes at a time when no one knows what is in store for us in regard to Brexit and what this means for immigration. It focuses on the idea that is nothing is ever completely British, it is a little of this and a little of that. This was done exceptionally well by working aside ancestry UK to show how diverse fashion is as ‘British style is not 100% British. In fact, it’s just as diverse as we are’. It received a lot of support from social media as well as critiques who felt that it is not the brands place to speak on such a controversial issue.

Are we ever just one thing, if you look within your family or friend group are they a mixture of different nationalities or all one? I don’t believe any of us are just one. By using none traditional ways of promoting there brand they made me click into their campaign and look at the clothes in a more in-depth way than I would a brand who just use the same pretty pictures with pretty clothes as everyone else.

Gillette

It is  impossible to not know what the ‘me too’ movement is unless you have been living under a rock for the last few years. Gillette is just one of many brands who had to change their stance. They changed their tagline from ”The best a man can get”, replacing it with ”The best men can be”.

As a well-known men’s brand, Gillette challenged sexism, the dangers of toxic masculinity and the importance of setting a good example for boys. Throughout the ad, it shows examples of cyber bullying, sexual harassment and mansplaining. The advert also highlights the proliferation of the phrase “boys will be boys” as a means of excusing harmful or violent behaviour exhibited by young boys.

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This ad has been praised as being ‘pro humanity’ as opposed to ‘anti-male’. Actor Terry Crews supported the campaign ‘I was told over and over that this was not abuse. That this was just a joke. That this was just horseplay. But I can say that one man’s horseplay is another man’s humiliation.”

Throughout the ad, there was many examples of ways for men to improve the negative stereotype surrounding them following such a huge #metoo movement, I felt it was a very well thought out campaign that used the timing of the #metoo movement to their advantage. This is only one step they have take to actively challenge the stereotypes and expectations of what it means to be a man. As a company they have promised to donate $1m a year for three years to non-profit organisations with programs “designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation”.

Piers Morgan tweeted ‘I’ve used Gillette razors my entire adult life but this is absurd virtue-signalling PC guff may drive me away’. Does he really think anyone cares about his opinion?

Project 84: Calm

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Did you know that 84 men every week commit suicide? It is one of the leading causes of death among men in the UK. CALM (Campaign Against Living Miserably) started a conversation about male suicide On World Mental Health Day, by creating 84 sculptures standing on top of This morning Studios in London.

NM20On the projects websites there are names and details of each of the men, who stories were told by those close to them. It shows that no matter where you’re from, what age or race you too can struggle. This campaign was implemented to put pressure on the government to make a change, this was achieved by the first UK suicide prevention minister being appointed. This campaign raised awareness for a every growing issue within the UK with  powerful message in a dignified way.

 

I can’t wait to see what campaigns are coming in 2020, as I embark on a carer in PR myself.

Niamh McNally is a final year BSc Communications Management and Public Relations student at Ulster University. She can be found on Twitter: @NiamhMc_Nally 

 

Is social media normalising being unhealthily overweight?

Is social media normalising being unhealthily overweight?

Everyone has a love-hate relationship with social media; why?

Pros:

  • Easy way to keep in touch with friends
  • Easy access to current affairs
  • Enables us to educate ourselves

The list goes on. There are endless reasons why we love social media; the extent to which can be seen in cities like Augsburg, Germany where pedestrian crossings signs have been put on the ground; because we spend most of our time with our heads down, engrossed in our phones. 

Cons:

  • Depression
  • Cyberbullying
  • FOMO (Fear of missing out)
  • Negative body image
  • Unrealistic perceptions of other people’s lives

Social media also has its pros and cons on the subject of body image. It can be a source of ‘fitspiration’ to people striving to lead healthier lives. Aroosha Nekonam battled with anorexia for years and claimed social media helped her in the midst of her eating disorder. https://www.healthline.com/health/social-media-choices#inspiration-vs.-expectation 

female bodybuilders’ Instagram and Youtube accounts provided something to aspire to

This is, on the other hand, is one of social media’s biggest downfalls; and dangers! Constantly flicking through Instagram, seeing models with perfect physiques on regular holidays; wearing expensive clothes, and driving expensive cars. This can have a profound impact on someone’s mental health; especially when they start comparing their lives to what they see on Instagram.


The question I pose is: are the various body positivity campaigns such as the 2012 #FatKini, or #LoseHateNotWeight encouraging us to be more physically unhealthy? In a time where positive mental health is so important, could we be losing sight of how necessary good physical health is to compensate?

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For years, the ideology that you have to be a size 4 to be regarded beautiful was all that we knew. In an age of mental health being so prevalent, businesses and individuals with a platform have tried to combat this mentality, which in my opinion is a huge positive and step forward. It is completely unrealistic to assume that all women should be a certain size as we come naturally in different shapes and sizes.


Dr. Stephanie Buttermore, a Ph.D. academic turned fitness model from Canada, is going “all in” in an attempt to prove that people’s bodies have a natural ‘set point’. Buttermore describes going ‘all in’ as eating until your hunger is completely satiable. Stephanie expects that by the end of the process her body will return to a size where it is genetically supposed to be.

Stephanie Buttermore

She delves into the process on her YouTube channel, self-titled, Stephanie Buttermore https://www.youtube.com/watch?v=DotlyWhBhak


Returning the focus to social media body positivity campaigns: I fully understand the main point of these; to be happy in your skin. As we are trying to push away from the thinking that you have to be ‘skinny’ to be viewed attractive. For example, Dove’sReal Beauty’ campaign, showing a diverse range of models; one that I thought displayed the message of body positivity in a healthy way.

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Another company that I feel tried to jump on the bandwagon with this, and in my opinion, failed was Gillette. Gillette’s April 2019 Twitter advert featured a plus-size model, Anna O’Brien.

Gillette

This campaign faced major backlash stating that the model shown is not healthy, and listing health problems that arise from being obese.

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Companies like Dove are positively combating the mentality that being dramatically underweight is not healthy, however, they are not using models at the other end of the spectrum to show this – surely this would be contradicting anyway?


We cannot deny the implications that come with being overweight: In England, obesity rates have increased from 16.4% in 1993 to 26.8% in 2015 in women (with similar statistics in men) costing the NHS £6.1 billion between 2014-2015 alone. Obesity is a trend that is on the rise and these figures are only going to vastly increase.

Now let’s look at the actual health risks associated with obesity:

  • 3 times more likely to develop colon cancer
  • 2.5 times more likely to develop high blood pressure (higher risk of heart disease)
  • 5 times more likely to develop type 2 diabetes

Obviously, obesity blame is not solely on campaigns like Gillette but isn’t helped by businesses on social media trying to normalise it to appear more inclusive with the sole purpose of generating more sales; disregarding the physical health risks that are brought with it.

I appreciate that businesses using these campaigns have an aim to make women feel more confident in their skin; although I think that we need to be more conscious of how this can be perceived. Many people may look at these campaigns and think that being physically healthy is not a priority so long as you’re happy, which to an extent may be true. Looking at social media for a perfect figure is unhealthy as often these figures are naturally unattainable. Pictures have been airbrushed and models have had surgery but it can be a great source of information and motivation to get on the right track.

My point is that we cannot neglect our physical health in the hope that we will feel more mentally healthy, instead, we need to work on getting to a place where our bodies and minds are both happy and with a healthy diet and regular exercise this can be achieved.

 

Orlaigh Doherty is a final year Bsc Communication Management and Public Relations student at Ulster University. She can be found on: LinkedIn – https://www.linkedin.com/in/orlaigh-doherty-7351a7139/ 

My top PR Campaigns of 2019

Creating an eye-catching PR campaign for your business can be the key to increasing brand audience, sales or fuelling  conversation. Our world is now saturated with creative people, coming up with innovative ways to promote themselves and their business. In order to stand out from the crowd, PR companies are being pushed to the limits to think of something unique and creative that will grab the audience’s attention and direct them towards your brand. Thats why, when a particular campaign stands out from the rest, you know that it’s done the job! I have compiled a list of four of my favourite PR campaigns of 2019.

  1. Cadbury Loneliness Campaign

One of the inevitable things that is set out for us within our lives is that we will continue to grow older. It is commonly known that elderly people constantly feel a sense of loneliness and as if they are cut off from society. This year, Cadbury’s teamed up with Age UK to combat the loneliness and isolation amongst our older generation. They came up with the “donating words campaign,” in which they removed all the lettering on their chocolate bar packaging to reveal a blank package. These limited edition bars where being sold in supermarkets nationwide, with 30p of every bar being donated towards Age UK, to help tackle their mission of reducing loneliness. This campaign was an incredible way to not only raise funds for Age UK, but show how a few words or a conversation can mean so much to the older generation. The campaign sparked a lot of conversation online, encouraging people to reach out to their grandparents. So not only did Cadbury’s effectively raise money for the charity, they also increased awareness on loneliness in the older generation and made people more aware of trying to reduce this.

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  1. Tinder bully = ASOS Model

Tinder. A perfect depiction of modern day dating. What more could you want than a complete stranger deciding whether you are worthy of them, based solely on your physical appearance. Thea, who had been using the site like most people, received a message from a boy who believed it was his right to inform her that her picture was awful and her dress looked like something for a ‘charity shop,’ the perfect way to charm a woman, don’t you think? After being shocked by the comments this stranger made to her, Thea decided to share her story online, and encourage people to be less cruel online.

Well, ASOS took part in an incredible piece of reactive PR, by taking this horrible experience Thea endured, and making her an official model for that particular dress on their website. They used the image of her in a beautiful purple dress, which was on her Tinder profile and used it as the promotional picture for that dress of their website. Not only was this extremely effective at communicating and empowering woman, but it also garnered a lot of supporting from the public online.

  1. Ikea furniture or historical exhibits?

The dreaded phrase, “can you build this Ikea desk for me.” Sure, we may need a degree in product design and engineering to understand the instruction, but for the quality and the price we always go back. To try and combat the “Ikea haters”, as they are better known online, Ikea came up with a new interactive PR campaign to show how their furniture could blend in with high class, expensive furniture. They decided to partner with the Museum of Romanticism in Madrid, and strategically placed their furniture amongst the 18th Century furniture that existed in the exhibit. They then challenged their fans online to pick out what pieces where Ikea, and what were historical pieces. This campaign garnered a lot of support at the museum its self and online. More than 70% of people were unable to differentiate the Ikea pieces from the history pieces. This allowed them to creatively show their customers that their products are great value for money, but can also fit in to the most fancy . They have since went on to win many awards for this campaign. Could you spot the Ikea furniture, or did you just feel nauseous at the thought of building it all?

4. Master-cards “Acceptance Matters” Initatives

Just recently Master-card in the US ran their acceptance matters campaign, which ran to celebrate Pride Month in America, to support the LGBTQIA+ community. Their campaign called the “True Name” campaign which allowed individuals to use their true names on their credit/debit cards, without the need for a legal name change. Mastercard and undertaken a study and found that nearly one in three individuals ID’s names or gender do match with what the identify as and therefore reported having a negative experience. They realised how complex and expensive it can be to legally change their name or gender, so they wanted to find a way that they could improve their customers experience.

They wanted to promote personal identification for trans and non binary people to let their bank cards truly reflect them. With the way that our current society is, especially in America, this was an incredible way to promote inclusion and acceptance for everyone in their daily lives. This campaign received a lot of support, not only from the LGBTQIA+ community, but also from the rest of the public who are aware of the inequality the people face on a daily basis, due to the political environment in America- and want to support a cause that can improve peoples lives.

In conclusion, it is clear to see that to stand out from the crowd, a well formulated, innovative PR campaign is needed. Sometimes this may be well planned, carefully crafted campaigns such as IKEA’s, or it can be the case of reactive PR just as ASOS where able to achieve. A good campaign can not only benefit the business and increase sales/reputation, but it can always promote an important message within society and hopefully move towards and better and more inclusive world.

Meabh McMahon is a final year Bsc Communication Management and Public Relations student at ulster University. She can be found at: LinkedIn – Meabh McMahon https://www.linkedin.com/in/meabh-mcmahon-a89b25156/  Twitter: @meabhm6

The Most Important Fashion Trend of 2019

2019 is drawing to a close and another cycle of fashion trends ends.  Not only did this year present to us statement chunky trainers, biker shorts and tiny sunglasses, but it introduced the concept of sustainability, with the help of 15 year-old climate activist, Greta Thunberg. A change is certainly happening in the world of fashion, consumers are becoming more conscious when purchasing and I for one hope it isn’t just a “trend” we leave behind come the new year.

Sustainable fashion: clothing/footwear/accessories that have been sourced and created ethically, this includes all different stages including; production, manufacturing, transporting, marketing etc. 

Why do we need sustainable fashion?

As a 20 year-old female, I can admit that I too fall victim to the push notifications that light up my phone screen from PLT and MissGuided, I’m only human and 30% off is just really hard to ignore. So, I scramble to create a basket as though this “last chance” discount doesn’t occur every other day, stocking up on cropped jumpers, back up dresses and a  few options for those “jeans and a nice top” kind of nights, maybe even a new bobble hat because its getting colder and I don’t have one that colour? We are all too familiar with this pattern, becoming mindless creatures of consumption for no real reason other than habit. You may be wondering “So, what? I’m not harming anyone.” And I do agree, you aren’t harming anyone… intentionally. After some thinking and a few hours scouring the internet, it turns out that this sort of behaviour does in fact contribute to the worlds suffering, as well as many of its people. I’ll list below some facts that I found to be a good wake-up call and unveil the truth about the industry.

  1. The fashion industry is the second most polluting industry in the world, being second only to the oil industry.
  2. 170 million children are exposed to child labour, with a large percentage being worked in the textile and fashion industry as the work is considered to be low-skilled labour.
  3. In 2018, 1,113,000 tonnes of new clothing items were purchased, most of which ends up being dumped in a landfill which won’t decompose for 200 years or more.
  4. There are over 40 million garment factory workers worldwide, making below $3 a day, working in horrific conditions.

Where can we go for sustainable fashion?

I think by beginning to question and consider where our fashion is coming from and how it gets from laptop screen to our door, is a good place to start. Sustainable fashion is a growing market and if we as consumers show the demand is there, it will only become more accessible to us.

H&M have been championing a more sustainable future for fashion since 2013 when they launched their global garment collection initiative. This allowed customers to drop off their unwanted clothes (of any brand and condition) to any of the H&M stores, rewarding them with a £5 voucher. Along with this, they launch a new Conscious Exclusive collection each year which they create high end and environmentally friendly pieces.

Zara saw this opportunity and following in H&M’s footsteps launched their own campaign, “Join Life”, consisting of sustainable garments made form forest friendly and animal friendly materials. These effort from two high street brands may seem like a small drop in a massive ocean however it is a step towards a brighter future, and by bringing sustainable clothing to mainstream brands it is much more accessible to the average consumer.

Following the sustainable and conscious consumer trend that is becoming more and more popular, is rental websites for your clothes. We’ve all been there, buying a brand new outfit that we love, we wear, we get our Instagram pic, we never see it again and it is put to a dark corner of our wardrobe. These websites offer a solution to these poor habits, by simply renting the occasion-wear, go to the event and conveniently return.  I think its a great idea especially for the party season with those Christmas nights out that just aren’t worth investing in and I can see this type of business growing in the new year. Below I have included some sites along with their Instagram tag if you want to investigate further.

  1. Rent A Dress UK (@rentadressuk)
  2. Hurr (@hurr)
  3. My Wardrobe HQ (@mywardrobe_hq)
  4. Hire Street UK (@hirestreetuk)

I think in today’s climate, we all have some sort of responsibility to do as much as we can in creating a healthier planet and this is just a small change we can consider doing, and implement in our day to day lives. Even just to take that moment when frantically browsing the latest influencer line from ‘In The Style’ to ask yourself, “Do I really need this?”and “Do I really want it?” And if the answer is yes, then buy it, treat yourself. But if there is a moment of doubt then why not opt for a different option, one with less of a detrimental impact, without exploitation and without pollution. Just some food for thought.

Bronagh Carey is a final year student  Bsc in Communication Management and Public Relations  at Ulster University. She can be found at: Instagram bronaghcarey_ and LinkedIn: https://www.linkedin.com/in/bronagh-carey-702626173/

The Amazon Rainforest Fires of 2019

This summer, the Amazon rainforest began to burn at a rapid rate that hasn’t been seen before in recent years. How could a place described as the lungs of our planet be destroyed in front of our very eyes? Deforestation isn’t a new issue for the Amazon, it can be down to naturally occurring fires but the majority are thought to have been started illegally by ranchers and loggers. Burning down acres of land allows ranchers to create grazing ground for their cattle which in turn destroys the habitat of thousands of species of animals that call the Amazon their home. This threat extends to the Indigenous people who live in and around the rainforest as their protected land is targeted and they are forced to flee.

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There has been a lot of speculation in the media about who exactly is to blame for the increased deforestation rates in the Amazon. Donald Trump is thought to be a key player in the disaster as his trade war with China has left Brazil grappling to support the Chinese agricultural demands. Although, the main problem seems to lie in Brazil’s domestic policies.

It’s hard to discuss the issues surrounding the Amazon rainforest fire without mentioning Brazil’s current president, Jair Bolsonaro. Spoiler Alert: He is not one of the good guys. Bolsonaro is the leader of the Social Liberal Party, as its name suggests it was once firmly rooted in left-wing politics. However, in a bizarre turn of events, Bolsonaro has led the party to abandon its liberal policies. Like its leader, the party now advocates for hard-line stances on abortion, gay marriage and women’s rights.

Bolsonaro himself put the blame on local Non-Governmental Organisations. He believes the very people who are there to protect the environment deliberately started the fires as they had been denied funding. Of course, this seems rather unlikely and there is absolutely no evidence to back up his claim.

The Martyr of the Amazon

2004 FILE PHOTO OF U.S. SISTER DOROTHY STANGPictured above is Sister Dorothy Stang. (Photo: Carlos Silva/AVP)

For many people living in Brazil, speaking up about what is happening in the Amazon is a matter of life or death. When I was researching for this blog post, I came across the story of Sister Dorothy Stang. She was an American nun who had been living in Brazil and was known for helping locals who had been displaced by ranchers. She taught sustainable farming methods and was an advocate for the protection of the rainforest. Her work to protect it, and the communities who lived there, angered ranchers. She was placed on a hit list and at the age of 73, on the 12th of February 2005, Dorothy was shot and killed.

Celebrities Speak Out

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At first, there was a distinct lack of media attention across the world as the fires increased. Actress, Zoe Kravitz, shared a popular post (pictured above) that went viral during the crisis. It compares the lack of media coverage to the Notre Dame fire, which in comparison was covered extensively. With the Notre Dame fire, there was a degree of shock value as a historical building was damaged. Perhaps because the destruction of the rainforest is harder to measure, the media tend to focus on stories that more readily capture the public’s attention. 

As the situation worsened, celebrities and public figures began to show their support by sharing posts highlighting the disaster. Many celebrities are beginning to get involved more actively in politics, especially in matters such as climate change. Celebrity support cannot be underestimated as it can act as a spotlight on events, focuses media attention on an issue and creates pressure for politicians to take action.

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What can we do?

In the face of the current political landscape, it can feel pretty helpless watching events unfold halfway across the world.  However, there are small steps we can take that make all the difference in the fight against climate change.

  1. Share it

If you feel passionate about a particular issue sharing it online can keep it in the public sphere. Even talking about it with your family and friends can help keep the conversation alive even when then the news cycle moves on to the next story.

2. Reduce your consumption of meat and dairy

The increased demand for meat and dairy in recent years has caused the clearing of the Amazon to make room for fields to feed live-stock. If we as a society cut back our intake of animal products it would make a huge difference in the battle against climate change.

3. Support politicians that care about the environment

Climate change isn’t just happening around the world; it’s happening at home too. The worst thing we could do is support politicians who don’t even believe it exists.

Sarah Sweeney is a final year student Bsc Communication Management and Public Relations student at Ulster University. She can be found on LinkedIn https://www.linkedin.com/in/sarah-sweeney-ab6635143/  and Instagram @sarahsween3y

Guinness officially done with the colour black?

Disclaimer- I’m neither a Rugby nor Guinness fan but I recently feel like Guinness have been taking a slightly different but great approach to some of their campaigns during Rugby tournaments.

Unlike me, you may have watched Ireland disappointing exit from the semi-final of the Rugby World Cup in October, but did you see this tweet from one of team’s main sponsors?

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Guinness Ireland took to twitter urging fans to have a pint of Carlsberg if they are looking to drown their sorrows after Ireland’s 46-14 loss against the New Zealand ‘All blacks’.  It could be just me, but it does seem odd a brand urging their online audience to drink another beverage let alone a rival beer, however this isn’t the first time this year Guinness have suggested consumers not to drink a pint of the black stuff.

Guinness Clear

In 2019, Guinness took over as the main sponsor for the Six Nations and in the lead up, they launched their “new product” Guinness Clear.

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Initially I actually thought it was a new alcoholic drink because of all the TV advertising, the social media campaign and the media attention, but turns out its just water.

The reasoning behind ‘Guinness Clear’ was part of the brands responsible drinking campaign to encourage moderation to all the fans watching the rugby. They took into consideration that some people don’t feel comfortable ordering water in a pub, so now they don’t have too! Guinness ‘re-branded’ water so fans could stick to their favourite brand of refreshment while also being drink aware. Guinness Clear had a large presence at the Six Nations and continues to have a presence throughout rugby stadiums with branded water fonts and sampling teams. On this occasion, Guinness successfully used their Six Nations platform to raise awareness and encourage this audience to be drink aware but what reasoning could Guinness have to want their consumers to drink Carlsberg?

Guinness Ireland has been one of IRFU’s main sponsors for years, as well as being brewed in Ireland it only seems right they show their support and respect for the local team and this is how they did it, they told their social media audience not to drink a pint of the black stuff because of the associated colour with the winning New Zealand team.

Why Carlsberg?

It would make more sense if Guinness had of suggested having a pint of Hop House 13 as they brew this lager, but they considered the colours of the branding of these beers in support for the Irish team. Guinness is known for its black consistently with its white head, the same colours as the New Zealand ‘All Blacks’ kit, while Carlsberg is known for its green and white branding, same as the Ireland kit. Hop house however is red, white and black, so it wouldn’t make as much sense.
As well as taking into consideration the colours ,Guinness strategically picked Carlsberg. Carlsberg is brewed and marketed under license by the same company that own Guinness, Diageo.

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Fans were quick to praise Guinness for their response to the loss. The tweet seen 5,536 retweets and 20,160 likes on twitter and on Instagram it has received 16,211 likes, a 493% increase in likes from their previous post. As well as creating talk on social media, this stunt also created a lot of positivity for the brand as well as the Irish Rugby team.

So how can Guinness afford to be so risky with their campaigns?

Guinness has been around since 1759 and over the years they have created a well-established brand. Their popularity has given them opportunities to get creative with their campaigns and continue to be one of the most popular alcoholic beverages in the world.

Jenna Sloan is a final year BSc in Communication Management and Public Relations student at Ulster University. You can find her on – Twitter: @jennaaaaa_ and LinkedIn: Jenna Sloan