Image by Jpereira

It’s great that businesses have opened their eyes to see the needs of the world. At the same time it is disappointing to see the corporate world boasting about their ‘good deeds’ so that people will feel better about buying their products.

Vicks, you are my prime example today, though I know you are not alone. Our family friendly Vicks brand has decided that it will be oh so generous and immunise needy children for each Vicks product sold or each ‘like’ on facebook. While the thought is slightly noble, the spirit of it really isn’t. Facebook is the place to be. It is the new frontier and everybody who is anybody wants your ‘like’.

There are a few ways to build up those precious clicks. First you offer something people want: entertainment, prizes, competitions or free stuff and second you make them truly like you by believing in what you are all about. How easy it is for the techno generation to make a difference in the world by making one choice, to click or not to click? It’s a no-brainer, really, so why wouldn’t you?

Over 55,000 have liked the Vicks facebook page. Awwww. What a nice company. But when you think about it, what a great advertising campaign. Warm, gooey feelings all ’round. Too cynical? But it’s true. Wouldn’t it be better for Vicks to commit to immunising as many kids as possible without using it as a kind of consumer bribery? Sure they are relieving our consciences a little but what’s at the heart of it?

Money? Reputation? Or the true spirit of generosity which is humble, pure, seeking no glory for itself? It should be totally focussed on bringing equality, healthy and freedom for those poorer nations, behind closed doors.

So here’s an idea: get on facebook, ‘like’ the Vicks page and let’s give them a run for their money. Wouldn’t it be awesome if this went truly global and they were forced to vaccinate MILLIONS of kiddies? I wonder if they have a cap?

The work that gets done through corporate sponsorship is priceless. There’s a lot of money floating around this world that needs to be put into the right hands for the right reasons. It’s just a shame that along with this so-called generosity, comes a price, an expectation, a demand.