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A socially responsible advertising campaign by a particular brand: #WeAccept Campaign by Airbnb €7,12   In winkelwagen

Essay

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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  • 29 augustus 2021
  • 19
  • 2019/2020
  • Essay
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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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