#BoycottFedEx marks a shift from brand safety to human safety
The (almost) blanket ban on gun sponsorship marks the start of a shift from brand safety to human safety. But it’s time marketers stop looking at their finances and start considering the human risks, argues Sydney-based marketing insights expert Mel Carnegie.
When you search ‘gun’ on Google, you won’t see any big name brand ads come up. If you click through to one of the links returned by your search, you won’t see any there either.
‘Gun’ is now such a dangerous word for brands that it is listed twice in the top 20 blocked keywords for January 2018 (IAS). Keyword blocking is how marketers ensure that their brands are ‘safe’ from appearing in ads on websites that use keywords they don’t want to be associated with. Like ‘gun’.
‘intelligence into your humanity’
If we applied the above, the world would indeed be a better place. At the same time many brands we know today would not exist – another good thing…
It is good to see that some companies toeing the moral line for a change.
Money talks still and to quote Midnight Oil , ‘the rich getting richer , the poorer get the picture..’