Dealing with tragedy is not just difficult for people on a personal level, but it’s also hard for nonprofits and brands that want to show their support without appearing opportunistic. Many organizations and brands wrestle with this every year when it comes to the anniversary of 9/11.
Yesterday many organizations chose to post images and messages about 9/11 to their website, social media channels like Facebook and Twitter. Others chose to remain silent. In my book, this is personal. Do what you think is right. But it’s worth noting, how quickly things can go wrong when your organization uses tragedy as an opportunity to promote its brand. It’s tacky and offensive. And your community will be very vocal about it.
Take a look at these brands that mistakenly thought they were honoring 9/11. Who runs these marketing teams? I would like to know how senior leadership at some of the biggest companies like AT&T and Marriott could think that these examples below were a great way to honor the victims and the fire fighters, police officers, and volunteers who helped saves lives on 9/11.
ATT&T's Product Placement
AT&T shared this photo - a product placement of a smartphone with text above that said “Never Forget.” Did they mean “P.S. never forget AT&T, the phone company?” People were so outraged by AT&T’s insensitivity that they removed the photo after about an hour.
Marriott Offers Free Coffee and Mini Muffins for 30 Minutes
Over at Marriott in San Diego, marketing was feeling generous. They offered guests free coffee and mini muffins from 8:45 AM to 9:15 AM in their lobby “in remembrance of those we lost on 9/11/.”
Remembering the Red Crossers
Ok so the Red Cross maybe promoting themselves in this Facebook post, but that’s ok they were a key responder. The comments from their community are incredibly supportive. People also relayed stories of waiting in line for hours to donate blood at one of the local Red Cross affiliates in New York.
Man in the Red Bandana
I didn’t share very much yesterday, but one video that really resonated with me was the story of a young man, Welles Crowther, who sacrificed his own life to save at least 12 other people in the World Trade Center that morning. Interestingly it was produced by ESPN.
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