Doing the (RED) thing.
I am a cynic. I don't believe in silly ideas like every little helps ... but every time I make a call from my new Motorala RED mobile phone my phone company Orange makes a 5% donation of the cost of the call to Africans desperate for help. It makes me feel better about my 'middleclass guilt' but beyond that I also feel that at least it is something that I can participate in everyday. To do something is better than doing nothing. As well as a cynic I am also a hater, I hate indifference. Indifference is the biggest enemy that civilised societies ever had. RED allows a cynic like me to stop being indifferent. Do the RED thing even if you don't see the results immediately people will see you doing it. A colleague of mine after seeing my RED mobile decided to change his Amex from Gold to RED. As I said to do something is better than to do nothing. And if one does the RED thing maybe others will see you doing it and it might just catch on. The greatest irony would be if RED catches on like a virus and spreads across companies and consumers a bit like AIDS … but without the 's' beating a virus at its own game. One more thing, I really couldn't give a toss about Motorola as a brand felt nothing thought nothing about it, if anything my natural default choice would have been a Nokia N series - you know the one that your creatives are carrying. But somehow I feel different towards this brand now on a level that its silly ads would never get me to feel. Here is to the power of doing not saying.