Tag Archives: ugly truth

A few notes on “Footnotes To Gaza”

Sometimes the books I enjoy the most are not recommended by a friend or carefully selected from my “to read” list. They are, like “Footnotes in Gaza” by Joe Sacco, random picks from a library or bookstore shelf. I was not even looking at books for myself, I was in the graphic books section searching for something that will rather entertain my oldest son, when I spotted the title that arose my interest. The author’s name seemed vaguely familiar as well. Perhaps I read it in some magazine before -I  am not sure. But the fact that he published in some of my favorites, such as Times and Harper’s , spoke well for the author and  I knew that I had to borrow “Footnotes in Gaza” . I started reading it as soon as  I got home and  I got so absorbed by its lecture that I congratulated myself for following my instincts…

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Yes history is actual, and perhaps there is no place better than Palestine and the Gaza Strip to look at as we try to understand how current events unfold from the old ones. How current conflicts are rooted in old wounds. Sacco notes in his foreword to the book the comment of an witness: « ” I still remember the wailing and tears of my father other his brother;” he said. “I couldn’t sleep for many months after that …It left a wound in my heart that can never heal. […] [T]hey planted hatred in our hearts.”» (p. ix, para. II).The witness was Abed El-Aziz El-Rantisi , a senior official of Hamas, the political wing of the Palestinian resistance movement that is often blamed (and culpable) for terrorist attacks on Israeli civilians. Terrorist attacks leading Israelis to intensify their efforts to eliminate the armed militants from Gaza Strip and destroy their connections with the outside world – the paths they use to bring in weapons and  send suicide bombers into Israel. And since rockets and bullets do not make a difference between civilians and militants – the more aggressive are the Israeli attacks,  the more likely to hurt Palestinian civilians.And given that the isolation enforced on the overpopulated Gaza Strip  leads to  less employment and trade opportunities and therefore  more poverty… With each genetation there are more victims, more wounded hearts, more hatred…

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On personal note, one question is following me since I finished reading “Footnotes to Gaza” : How comes  that so many IDF soldiers showed cruelty or at best indifference and lack of human compassion towards civilians? Yes, some where potential enemy soldiers or murderers -yet many of them were old men or boys as young as 15, they were teachers and merchants , some of them were peacemakers, and some had been  living exemplary lives.  Considering the year when the killings happen : 1956, 11 years after the end of WWII  and the average age of active soldiers in the IDF , the Israeli soldiers had to remember the years of Holocaust as something that happened in their own time. The memory of those times when they, the people of Israel, could have faced , and some of them had faced perhaps , humiliation and death. Just because everybody whith those religious beliefs, anyone who belonged to their nation was “the enemy”. No matter what they had done or how they lived as individuals. I think that memory had to be alive in their minds and hearts. And one hopes that the people who belong to a nation surviving so much harm, so much injustice are more likely to act humanly: showing mercy, compassion, acting justly and avoiding the gratuitous humiliation and violence against their prisoners. Yet, in spite of one what might hope, there is perhaps a harsher reality -most of us recall the fear instead. The thought that if they are acting too softly instead of being aggressively in offensive,  they may end up being those oppressed, those victimized… the hopeless ones.

A complete book review is available on my “artsy” blog/page : Anaïs

Innocent

 You were caramel cloud

before   they laid you under the ground.

Wedding songs pass over the virgin grave.

                   Fireworks blast.

Your body in pieces  innocent.

Somebody’s young daughter, you were

a girl in the market in a city at war.

somebody’s young sister, you were

a girl in a city at war in the market.

Just lost you were

                                    Innocent.

How many of those who

 you once knew,

             innocent

blown-up by the embrace of a hate hug

before your body could no longer contain

their deeds, germinating anger seeds?

Your rage blasting body is stopped

 before             you can enter the market

But, there is no turning point for you.

Clung to your sister     innocent.

Two  bodies crumbled in pieces.

Note :  the poem (first edit) was  posted here. 

How to tell an ugly truth

Or why “pink marketing” strategies do not really work when the situation is actually gloomy…

Many do associate marketing strategies and branding with the skills of a sleek salesmen who could sell ice to the Eskimos. And unfortunately many marketing strategies are built on a similar approach, that of a sleek salesman.

Sleek marketing strategies are creating demand – not too long ago as we were just getting used with the idea of the cell phone as a must have and now cell phones won’t do any longer –we must have smartphones.

Sleek marketing strategies also specialize on “embellishing the truth” or creating a better brand image by enhancing the product’s feature. Which is ok  when the truth about the product is that it looks quite pretty without adding the marketing make-up  . Such is the case of Toyota marketing its newest   SUV models as green rather than just  gas efficient.  For such fancy SUVs they are quite efficient when it comes to their MPG, to be green they’d probably have to give up being SUVs altogether …

The problem arises when the marketing strategies try to pretty up a truth that is ugly. Such was the delay of Toyota recalls and the company’s attempts to push certain technical issues under the rug or make them look minor when they were quite bad…

You probably tell yourself that it is counterintuitive to shout out an ugly truth as a marketing strategy. If a product malfunctions, you may want to make the whole deal hush-hush until the problem is fixed. And you are right, just that between media and social media is hard to keep an issue affecting your customers hush-hush for too long.  So what shall you do?

Let’s take Johnson and Johnson 1982 recall – after seven people died of Cyanide poisoning after taking Tylenol capsules that where tampered with the company had two choices:

  • To try to understate the problem and advise caution until the source of contamination was discovered (the person (s) who poisoned the pill) while standing behind the safety of the product
  • To shout out: the truth is ugly –  we have a big problem, the product is not as safe as we thought and we’ve no idea how it was possible to tamper with it  – and recall all the products immediately.

They chose the second approach –  they decided to recall Tylenol products from store shelves across US, not just in Chicago and offer free replacements . Their statement and marketing approach : the truth is ugly , but we care so much about our customers that we are not afraid to admit it and fix it no matter what cost. The result : Johnson and Johnson recovered its lost quite fast as it emerged from the whole crisis as a hero.

Another good example is the successful social marketing approach for AIDS awareness lead by the CDC in 1986 and matched by similar campaigns in UK and continental Europe (Stop AIDS Campaign) . It started by acknowledging the truth – there is a virus and it is deadly.  The truth is ugly but let’s get our facts right. The campaign encouraged medical authorities to speak openly about the risks, transmission and consequences of AIDS and it also encouraged all the people, including teens to ask questions and get informed.  The campaign had its share of negative comments and a lot of unpleasant facts were to be acknowledged and accepted – you know the type we really do not want to deal with, like your 16 years old daughter sexual life. But it did stop the rumors…

Therefore, when marketing does not have a choice but to deal with an ugly truth there are many ways it can approach the issue and build its strategy. It can stress the facts again and again in order to fight rumors and give an important place to potential solutions and healing. It can stress the importance of people as human beings rather than mere consumers that are important only as long as there is a profit to be made.

The only way you don’t want to deal with the ugly truth is by hiding it under a considerable amount marketing face powder and try to make it seem prettier by applying some heavy advertising mascara.