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A socially responsible advertising campaign by a particular brand: #WeAccept Campaign by Airbnb
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Discussing ethical issues and advertising campaigns by brands
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COR3301 Ethics and Social Responsibility (G7)A socially responsible advertising campaign
by a particular brand: #WeAccept Campaign by Airbnb
Word count: 1994
1. Introduction
As competition intensifies in our globalised world, many companies have been
launching advertising campaigns as a strategy for cohesive storytelling, to build up a
reputable image that combats misconceptions while conveying values that are
imperative to both the company and society. Advertising campaigns are specifically
designed to achieve results, brand awareness and positive public perception. This
allows companies to communicate and attract an audience on a whole different
scale.
In 2017, Airbnb started the #WeAccept campaign to show their commitment towards
community inclusion and diversity. The campaign was launched with a short 30-
seconds film broadcasted during the 2017 Super Bowl. The film displayed pictures of
people from all walks of life, with different ethnicity, culture, gender and age. As the
pictures flashed on the screen, words were presented at the bottom indicating
,acceptance of differences among people. This was an attempt to drive the
conversation around embracing differences and inspiring real action.
Figure 1: Screenshot of the 2017 film broadcasted during Super Bowl
The initiative started off as a political reaction towards the US Government’s travel
ban on several Muslim-majority countries in February 2017. In order to uphold and
promote their value of ‘community commitment’, Airbnb took this opportunity to
tackle discrimination by showing their support to the minorities and underprivileged.
Also, Airbnb took a step further to provide short-term housing for refugees, an effort
to create a community that supports each other, regardless of differences.
, 2. Identification of issues
Airbnb’s #WeAccept aims to tackle two distinct ethical issues salient in our society.
2.1 Religion bias
To take a stand against the travel ban in 2017, Airbnb is trying to show their support
for the Muslim communities. Know also as the ‘Muslim ban’, it was implemented to
deter terrorism and to “make America great again”. This ban orders the halt of all
refugee admissions and temporarily barring people from seven Muslim-majority
countries into America. Furthermore, refugees who are Christians from the Middle
East are prioritized over Muslims. In a 2013 report, about six-in-ten new legal
immigrants were Christian, compared to one-in-ten who were Muslim (Connor, 2016).
2.2 Discrimination
Due to the rise in racial and cultural tensions among people in America, many people
were also denied rentals due to skin colour. Furthermore, personal details as simple
as one’s name can prevent them from getting equal access to facilities and
opportunities in a country such as education, jobs and voting rights. Limiting one’s
right to autonomy through discriminatory actions that are not reasonably justified, is
thus deemed unethical and should not be tolerated.
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