I love walking. I don't mind forgoing my morning cup of
coffee, but not the half-hour of brisk walking. So when the student organiser
of INSIGHT 2012 (IIMA’s marketing research fair that attracts several thousand
Ahmedabadis) asked me if I could join a walkathon he was organising as part of the
fair, I readily said yes. Because this year’s INSIGHT was on the last Sunday of
September, it coincided with the World Heart Day, he added, and therefore the
objective of the walkathon was to spread awareness about keeping the heart
healthy. Excellent, I thought.
The walkathon was at an inconvenient time for me. However, I
put aside other things and arrived at the venue five minutes ahead of the
announced start. There was a small crowd, but hardly any IIMA students,
faculty, or support staff among them although the walkathon would start from
the campus.
Everyone was wearing a T-shirt that prominently displayed a
local hospital’s name and logo along with IIMA’s. I was offered one. I
declined. I didn't want to be a mobile hoarding for a hospital. Then placards
were handed out. They also carried the hospital’s name and logo prominently along
with a health tip. By now I realised that instead of a brisk walk with an
element of competition thrown in, what I was going to take part in was a slow
procession through a city road to raise public awareness about that particular
hospital rather than about the heart and the need to keep it healthy. The
strangers in promotional T-shirts appeared to be from that hospital.
About ten minutes after the walkathon was supposed to start,
the chief cardiac surgeon of that hospital spoke. It was followed by a speech
by a municipal corporator. At that point I excused myself and came away.
Walking home, I asked myself whether I was being too unrealistic. The hospital must have given the INSIGHT organisers several
hundred thousand rupees to be the main sponsor and to have an opportunity to be
seen by the thousands of Ahmedabadis who would throng the venue later in the
day. The walkathon was a small part of that promotional effort. Why not? He who
pays the piper calls the tune. Sponsors give money in exchange for publicity. That's
what all sponsors do, right? Even the so-called Corporate Social Responsibility
activities have the same objective.
I don't have any objection to organisations buying
publicity. If, however, I didn't want to be a pawn in that game, why did I
readily agree to take part in the walkathon? The simple answer is that the
student organiser had framed the walking event as part of INSIGHT and intended
to raise awareness about World Heart Day. The student didn't lie. But he gave
me a partial story, the part that was attractive. It was a Trojan Horse. I
can't blame the student because I should have asked questions before accepting the
invitation. I realised that such framing of issues often leads us to
commitments that we cannot easily get out of.
Photo Credit: http://www.istockphoto.com/
Yes, prof, you are right in observing that these days everything is happening for a cause but the cause must be transparent to the people. In this event (walkathon), in the name of World Heart day, a hospital's promotion has become a hidden agenda and so everything else (apart from the hospital's great promotion)carries secondary importance.
ReplyDeleteThank you, prof for highlighting increasing consumerism in our life/society.
Sir,
ReplyDeleteIf IIMA organized the walkathon, and students wore IIMA T shirts and walked down the street, wouldn't they be promoting IIMA? Is that different from promoting awareness about a hospital's brand?
I may take part in an event that promotes IIMA because I am an employee of the Institute. Why should I spare time and effort to promote the commercial interests of another organisation?
DeleteThe point about my post is quite different. I readily agreed to join the walkathon because it was framed as a walking event (I love walking.) intended to promote awareness about the World Heart Day and the need to look after our hearts (Let me do my bit to encourage people to take care of their hearts). I walked away not because I have any objection to any hospital promoting itself but because that is not what I had agreed to.
Commitment is not the same as feelings. Feelings provide important information for our ethical choices. Some people have highly developed habits that make them feel bad when they do something wrong, but many people feel good even though they are doing something wrong.
ReplyDeleteAnd often our feelings will tell us it is uncomfortable to do the right thing if it is hard.
Dear Prof,
ReplyDeleteSurprising to note that its called Walkathon (which means a walking marathon or a sponsored walk) but participants were asked to carry placard! The t-shirt is a personal choice and doesn't hinder a walkathon but not a placard. How could the chief cardiac surgeon allow such a thing under the name of walkathon, shouldn't he know that walkathon or a brisk walk cannot be done by carrying a placard?
In the name of business and sponsorship, i don't think we give much attention to details and get trapped or accept things as is. I am happy you declined to carry the placard and declined to participate.