"The darker the color of the stamp, the less value it will have." The aim of the brand is to show that the value of life should not be defined by skin color. Do you realize
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Another campaign went wrong? Correos en España presented a range of stamps in various shades to raise awareness of inclusion and racism. The problem? The lighter the tone, the more expensive the picture, and internet users didn't like this very much.
“At Correos we believe that a person's worth shouldn't have color, that's why we launched #EqualityStamps : a stamp collection where the darker the color of the stamp, the lower the value of the stamp. This reflects an unfair and painful reality that shouldn't exist, ”the company explains in a publication.
At Correos we believe that a person's worth shouldn't be color, that's why we created it #EqualityStamps : A collection of postage stamps where the darker the stamp, the less the value of the stamp. This reflects an unfair and painful reality that shouldn't be.
– Correos (@Correos) May 25, 2021
The campaign comes to light as part of the European Month of Diversity and coincides with the anniversary of the assassination of George Floyd in the United States. Via Twitter, the brand declares that it "wants to raise awareness of racial inequality and defend diversity, inclusion and equality".
In the promotional video for the stamps, Domingo Antonio Edjang Moreno, a hip-hop singer and activist named El Chojin, appears. He himself explains: “There are people who think that a person's worth depends on the color of their skin. That is why the stamps have a different value depending on the skin color they represent. The darker the seal, the less value it will have. "
According to the artist, the collection of these stamps claims that the value of a life shouldn't be color. However, this sparked both positive and negative comments from social media users.
What do social media say?
Some said that the message is understood but that this is not the best way to get it carried out because if the stamps are taken out of context, the opposite will be understood. While other users made their recommendations.
Marketing geniuses … Was it that difficult to get everyone on the same price?
The approach is understood, but the way it is carried out does not reflect it at all. When you see the “out of the language” stamps from the campaign, you're conveying the opposite. #EqualityStamps = Everything wrong pic.twitter.com/cl7fgHz08l
– Umaru ® (@OfficialUmaru) May 26, 2021
Wouldn't it make more sense to have all stamps at the same price?
– Cristian CL (@ ccl810) May 26, 2021
Well, good intention is not reflected to me … This notion of "a person's worth shouldn't be color" would be reflected much better if the color / value ratio were random, for example. @E-mail It's just an idea #StopRacismo #Equal rights #EqualityStamps
– CSAynoi (@sanjuan_carol) May 27, 2021
On the other hand, there are the people who defend the campaign and state that the angry internet users have a lack of reading comprehension.
What goes wrong is people's reading comprehension. The campaign is very good if you understand it correctly, which is not that difficult, since Correos is very explicit with its intention and the desired effect …
– Diego MT (@ dimat17) May 26, 2021
Half of people have 0 reading comprehension, this is done to reflect reality
– Jose Carlos (@JoseGrylls) May 26, 2021
What do you think of this strategy?