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No Tees Please: Why Africa Aid Campaigns #FAIL
No Tees Please: Why Africa Aid Campaigns #FAIL
“They’ll take anything I throw their It is clear that this has been a learning
way.” experience for Jason Sadler and that
UPDATES:
28 April 2010
Here’s the back story: A young look at these blog posts for more
He is an expert in reaching people
American entrepreneur wanted details, but for our purposes we can
through social media. We can
to use his powerful social media break it down to two reasons why
conclude this because Jason makes
profiles to do good. He hit on the 1MillionShirts is a poor idea:
his living from companies that pay him
idea of convincing people to pack
to wear their T-shirts for a day and
up all their unneeded T-shirts, 1. It’s terribly inefficient. One million spread videos, pictures, blog posts and
throw in a dollar for shipping, and T-shirts are heavy, and shipping tweets about it to their networks—see
send them – 1 million of them – and customs cost a lot, likely iwearyourshirt.com. As one of the
somewhere in Africa. He partnered more than it would cost to produce testimonials on their website puts it,
with two charities, applied for those shirts locally. Plus, cheap “They are funny, creative guys who
501(c)3 status, and voilà, a new donated clothes flood local really know how to promote you and
cause was born: 1MillionShirts. markets, undercutting local textile your products by wearing your shirt.”
industries. Another one: “Gotta love a guy who
Yesterday, professional aid workers, 2. It’s just not needed. There are wears a shirt, gets great exposure for
academics and researchers responded many serious health, economic, the company whose shirt he’s wearing
vociferously to this idea. Take a social and political problems as well as himself, and who manages
After Jason’s do-gooding was met Update 2: See also the open letter
with such a barrage of criticism, from Siena Anstis.
he apparently offered to axe the
1MillionShirts campaign if someone Update 3: A perspective on the
could come up with a better idea. broader meaning of the 1MillionShirts
fail from Christopher Fabian of
So here’s our suggestion: Why UNICEF’s innovation team.
doesn’t he use his own specialized
expertise to help get the word out Update 4: This blog post has been
that giving cash is better than edited at Jason’s request to indicate
giving stuff. I bet if he put his mind to that only Jason (and not Evan, with
thinking about creative ways to spread whom he works on iwearyourshirt.
that message, he could knock it out of com) is involved in the 1MillionShirts
the park. campaign. A decent Skype call.
And it happened in a few hours. But wait. We can. And it just happened,
right in front of you.
I don’t know what the T-shirt guy will
do. I don’t know what his motivations This is really what one envisions
are. It doesn’t really matter, because I ICT4D can become in the future.
have just seen the avalanche start.
Helpful tools that will allow a large
number of people from around the
Imagine if a large organization could
world, who will be affected by the
put out its project plans in a way that
was as appealing to comment on as projects and with different expertise
this. come together and discuss the
advantages and problems of different
Imagine if there was the same aid and development initiatives in real
transparency and accountability of time, and before things get off the
ideas in development. ground.
I had no idea.
Dear Jason (of 1MillionShirts),
Now four years later, to be honest, I
Though not as experienced in
still can’t explain many of the facets
First, sincerely, I commend you for social media as you, I work one the
and complexities of the genocide in
trying to make a difference. You’ve marketing side of an international
Sudan. I still have nothing more to
been the talk of the twittersphere lately, non-governmental organization. We’re
offer but prayers and the occasional
and while I don’t know you personally, committed to sustainable long-term seemingly insignificant donation.
I’ve spent hours contemplating the development, although admittedly we But for the last few years, I’ve
1MillionShirts conversation over the don’t always get there. been privileged to learn from some
last few days. I envy your marketing pretty incredible people: college
and social media saavy, your web As a way of further introduction, I’ll professors who challenged me to let
design skills (or designer friend), and share a story about me and a t-shirt. go of preconceived and racist ideas,
your can do attitude. Most start-up friends who have shared books and
501c3’s never get the attention you’ve When I was a sophomore in college guided this stubborn white kid from
received in one day. I first heard (circa 2006) I bought a t-shirt as the suburbs to think more globally
of you from Mashable. Mashable. part of a fundraiser for MSF. It had a (specifically Naomi, Bwalya, Michael,
Impressive. silhouette of a woman printed on the Jeich and Randy. Thank you), and
2 May 2010
Only knowing Jason Sadler from following his site Well as of the call, it DOES matter. What I learned from
iwearyourshirt.com, I learned of 1millionshirts.org. Personally, the many speakers on the call was that each one had a
I thought it was an excellent idea for humanity to help clothe purpose, an ideal, a mission to help Africa. They made a real
others and since I live close by the “collection site” wanted to point.
get involved by helping packing and shipping.
By the end of the call, I wondered why world leaders couldn’t
While on the conference call, I learned differently. get together and speak the same way as those on the call.
I learned there are many different organizations in Africa to aid Even though, in my opinion, the call may not have solved
in having the residents of Africa help themselves. the problems of the world, it was a start. It gave each person
a way to address the issue and offer a resolution. It showed
I have lived in the United States since birth and really had 1MillionShirts can be turned into something very positive
no idea about what goes on in Africa other than what I may with collaboration of others who are in Africa.
have seen on a television show such as 20/20 or Dateline.
Perhaps I was blinded by the thought “if it’s not going on in my
neighborhood, it doesn’t matter”.
***
Wrong.
An aggregated list
Within the past few days there common problem in the aid world,
has been a torrent of blog posts the recent 1MillionShirts campaign
and tweets about yet another touched a nerve with aid workers and
organization shipping donated has created a flurry of blog posts on
goods overseas. Donated goods the topic which eventually led to a
are, in general, bad aid. I’ve written roundtable discussion on the topic.
numerous posts on the problems
with donated goods as well as a Editors’ note: Visit Good Intentions
set of questions to help donors Are Not Enough to read Saundra’s
determine if they should send post “What aid workers think of the
donated goods. 1MillionShirts campaign” and her
aggregated list of posts about good aid
Unfortunately, donating goods is so and bad aid.
appealing to the uninformed donor
that these programs continue to
flourish. While donated goods are a