“Che cosa è lecito chiedere all’azienda CLENDY?” La nostra Vice Presidente di Pari O Dispare

| 2 aprile 2013 | 80 Commenti

28 marzo 2013: un giovedì mattina ordinario. In realtà un giovedì mattino iniziato con un sorriso in più e un cappuccio aromatizzato. Pronta per una giornata di lavoro prima della pausa dovuta alla Pasqua. Vado verso l’ufficio. Scarico le mail di lavoro, sbircio la casella privata e apro Facebook.

 

Trovo un messaggio da parte di una professionista con cui condivido passione e serietà per un mestiere nella comunicazione e nel marketing. Leggo e mi rendo conto di essere davanti ad una segnalazione di una campagna di comunicazione. Il prodotto comunicato è uno di quei prodotti per tenere linda e pulita la ns. casa. Penso subito all’ennesimo caso di campagna sessista dove la donna si eccita davanti ad una libreria impolverata e si avventura in porno-pulizie trasformandosi in un oggetto di piacere contro ogni identità. Pubblicità che tolgono dignità’ alla donna protagonista e ai consumatori destinatari dello spot lasciati in balia di stereotipi troppo basici. Pubblicità non degne di questa definizione e che sfuggono alle regole di base.

 

Visualizzo l’annuncio e rimango incredula: un corpo di donna riverso su un letto dalle lenzuola scomposte e di cui non è possibile vederne il volto. Sulla parete alle spalle del letto un’ombra che evoca la ferocia dell’accanimento contro il corpo femminile e infine seduto sul bordo l’uomo con un ghigno tra il furbo e lo stupido pronto a cancellare -  grazie al “candido” panno ELITE prodotto da CLENDY – la traccia del misfatto. Ecco vi ho appena descritto l’annuncio che – come mi è riferito - troneggia in affissione a Napoli ma che viene con orgoglio presentato anche all’interno della pagina aziendale su Facebook.

 

Con sconcerto capisco di non essere di fronte all’ennesimo cattivo esercizio pubblicitario che trasforma uno spot a sostegno di un prodotto o di un servizio in un condensato sessista a danno di un’identità di genere, più comunemente a danno dell’identità delle donne ridotte a corpi o peggio ancora a oggetti.

 

Con l’annuncio dedicato al prodotto ELITE si va oltre. Si gioca con i fatti di cronaca, con il dolore e con un fenomeno che non sembra arrestarsi. L’iniziativa della spettabile CLENDY offende in prima battuta le vittime di femminicidio e il dolore dei loro familiari. Si offende la società civile fatta di uomini e donne. Si contribuisce ad arrestare la naturale evoluzione cui gli esseri umani dovrebbero tendere lasciando spazio alla violenza e al dilagare della superficialità.

 

Con un simile spot non si può conquistare il consumatore. E non lo dico solo come donna. Lo dico da professionista che da 18 anni a questa parte respira e ama respirare un mondo fatto di media e spot a favore di progetti e di imprese che vogliono creare e costruire.

 

Davanti ad una piaga della società contemporanea come quella del femminicidio nessun gioco, nessuna intenzione di provocare possono trovare ragione e giustificazione. L’ iniziativa va condannata senza remore da parte di chi è dotato di sensibilità e dignità. Promuovere un prodotto per la cura della casa dovrebbe significare altro.

 

Inizio a navigare sul sito Clendy consapevole di incrementare le visite di quelle pagine web. Scorro poi con attenzione i post sulla vs. pagina su Facebook ancora una volta incredula: davanti agli occhi claim del tipo “per chi ama i piccoli gesti”, “una nuova eleganza”, “la felicità non è altro che il profumo del ns. animo”. Promesse di prodotto non mantenute.

 

Probabilmente affannati da documenti di budget e di previsione vendite i responsabili hanno trascurato la lettura di un quotidiano o la visione di un tg. Sono stati trascurati  numeri importanti fatti di nomi propri di persona: nel 2012 più di 120 donne sono state uccise, spesso tra le mura domestiche e ancora più spesso per mano di quel compagno di vita che si era ripromesso di amarle, rispettarle e onorarle. Si proprio quell’uomo che l’azienda CLENDY invita a non lasciar traccia grazie al panno ELITE! Clendy con i suoi stracci pulisce via una serie di gesti che sono definiti inconsulti e che macchiano quell’ambiente intimo e famigliare.

 

Un fenomeno quello del femminicidio che non accenna a placarsi e dall’inizio dell’anno purtroppo nuovi nomi di donne popolano le cronache. Infatti da gennaio a oggi nuovi omicidi a danno di donne sono stati commessi. E’ trascorso un nuovo 8 marzo e da più parti si è denunciato il bisogno di mettere in pratica una tutela più stretta ed efficace.

 

Che cosa è lecito chiedere all’azienda CLENDY? Un gesto semplice: rimuovere quei cartelloni, annullare la campagna e modificare la pianificazione delle prossime uscite pubblicitarie. O forse un nuovo annuncio. Sullo sfondo dell’annuncio un panno elite su cui scrivere le scuse a quelle 126 donne uccise nel 2012 e uccise nuovamente nell’annuncio del 28 marzo 2013.

 

Allora cari Signori e Signore della spettabile CLENDY vi saremo grati e forse acquisteremo i vostri prodotti, se non altro per pulire via questa pagina pubblicitaria e aziendale vergognosa.

 

Francesca Maria Montemagno

Vice Presidente Pari o Dispare

 

 

Ps. Mentre scrivevo questo contributo mi arriva una seconda segnalazione. Di male in peggio. Non vi e’ giustificazione ne’ strategia che tenga. A questo primo soggetto di campagna se ne affianca un secondo con protagonista una donna in primo piano, vagamente seducente e sempre con il solito panno in mano. Alle sue spalle per terra si intravede il corpo steso di un uomo vestito. Il claim sempre lo stesso. Non veniteci a raccontare che si tratta di una scelta e di una situazione di par condicio. L’uccisione di un uomo non e’ meno grave di quello di una donna.  La violenza va comunque condannata. Va detto pero’ che la violenza sulle donne sta vivendo uno dei momenti più drammatici e ridicolizzare il tutto come CLendy ha fatto con la sua campagna non trova alcuna attenuante.

 

 

 

 

 

 

 

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