It's pleasing to see that some large organizations in Bangladesh are trying to use their public exposure to promote social and environmental responsibility. Whereas most companies use advertisements to promote their products, and channel their profits into their own endeavors, a few are being unselfish.
Have those large billboards ever caught your eye? I don't mean the ordinary ones, which promote electronics, housing projects, clothes, cigarettes, audio cassettes and every other possible product and service to appeal to consumers. The billboards I'm thinking of belong to an organization that is making known its name and logo in a total different way. These advertisements stand high over some of the major streets of Dhaka, on structures of steel and concrete, and on the bodies of over-bridges. Instead of highlighting the quality of their banking services, the billboards of Dutch-Bangla Bank Ltd. carry messages that aim to create public awareness.
These billboards raise issues such as the safe use of cell phones, importance of obeying traffic rules, and much more. One such billboard asks motorists not to talk over mobile phones while driving. There are still others which suggest that passers-by mind traffic rules to prevent congestion and fatal accidents. The issues that they raise are indeed praiseworthy.
If more of such large signs and slogans are built at various points of our capital, then it can be expected that many people will become aware of the harms related to these social issues. Another such billboard advises people to use pollution-free and environment-friendly vehicles. Written in both English and Bangla, these social messages often go above our heads; some of us pay little or no attention to these advertisements. But on the other hand, these large billboards in the middle of the roads do succeed in reminding many of us of our faulty conduct and stimulate us to act conscientiously.
During the last World Cup cricket, those of you who watched BTV must have noticed that particular advertisement against acid violence. While some of the companies were busy promoting their biscuits (through a rather bizarre ad), household items and scores of other essential and non-essential products, this particular bank was raising social issues to create awareness among the general masses. A laudable effort indeed!
A few weeks back Standard Chartered-Grindlays Bank inaugurated a smart passenger shed in front of the Gulshan-2 municipal market. Those of you who have seen the shed must admit that it's stylish, and absolutely different from those we see at every corner of the capital, provided by our transport companies. There is a rising need for more such high quality passenger sheds; maybe other companies should come forward. But logically it's the responsibility of the transport companies to build clean and quality sheds for their bus riders.
Every Tk.1 received from the sale of Senora, a female hygiene product marketed by Square Toiletries Ltd. is donated to the rehabilitation of acid victims - an example of another laudable effort.
There are some more examples. Those of you who have purchased Banshundhara Facial Tissue must have noticed the few lines printed on the body of every box. It is written that if someone buys this tissue box then Shandhani will receive Tk.1. This money will to go to Shandhani, which will contribute towards restoring the eyesight of those unfortunate people who cannot see the world around them. Who wouldn't want to be a part of these noble campaigns? Many of us would love to work toward helping these star-crossed people to rebuild their lives, to stand by their sides.
Even though British-American Tobacco is involved in the business of a controversial product, they, too, are devoting their time and money to shaping public awareness. They have undertaken promotional campaigns that aim at the young generation and encourage them to avoid smoking. They are asking people to build a green Bangladesh and as an effort they have distributed saplings to people for free in Plant and Planter's Nursery, Dhaka Cantonment Railway Station from the 17th to 19th July.
All these efforts give us a feeling that we, too, as consumers, are contributing to good causes. However, many of the leading companies of the country are doing practically nothing for less fortunate. A few lakhs from their total profit wouldn't harm their organization. As a matter of fact, such social services would increase their popularity and prominence among their valuable clients. Companies often forget that such public services can create a unique image for their products, services, and ideas among the consumers, motivating them to purchase a particular brand of goods or service because they know that that specific trademark works towards attaining some greater goal.
http://www.thedailystar.net/lifestyle/2003/07/05/page04.htm
Date of publication: July 29, 2003
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