Canadian Cholito

Today is World AIDS Day. I know this because social networking sites are offering users the ability to temporarily alter their profiles in order to show support. On Twitter, tweeting the phrase “World Aids Day”, or the hashtags #red and #laceupsavelives, will turn your font colour red. On Facebook, you can post a video, replace your current profile photo with one offered by (RED), or even buy (RED) products.

In a Facebook blog post, (RED) CEO Susan Smith Ellis was enthusiastic about the power of social media in furthering their cause. She credits the increase in corporate support to the ”1.5 million people who have joined (RED) via a range of social media.”

Calling attention to the severity of AIDS is a noble cause. But aside from a minor alteration to their Facebook page, how are people participating in the fight against AIDS? How many of the people showing their support online would actually take that commitment further?

I am a proponent of social media as a means of fostering discussion and creating awareness. But I think these online shows of support are much too passive to make any real contribution. Sure, by changing the colour of my font on Twitter, the world can see that I support a worthy cause. But it’s misleading.

The online shows of solidarity are more a sign of conformity than support. Nobody wants to appear as though they don’t support a specific cause. So they join in to showcase their commitment to philanthropy. But really, what will their level of commitment be come December 2?

Creating awareness is clearly the first step in the fight against AIDS. But for organizations like (RED), there has to be a call to action. At least, something more significant than their current strategy of promoting their own products. I understand that those proceeds go to supporting the fight against AIDS, but then the message is that all you need to do to fight AIDS is shop and Tweet.

Is this really what modern-day activism has become?

I realize that of some the people who will use social media to support the fight against AIDS are sincerely engaged and committed to the cause. But, assuming that every temporarily altered profile or tweet equals a legitimate show of support is specious reasoning. While organizations like (RED) are making it easier for everyone to show their support, they should also encourage real participation.

In a blog post yesterday, (RED) put more emphasis on their new corporate partnership and Twitter celebrity endorsements, than on providing options for people to show financial support. For an organization that appreciates the value of social media, you’d think they would embrace the opportunity to speak directly to their audience in an authentic and informative way.

Using Twitter and Facebook to create awareness is a start. But one thing lacking from the (RED) message is a clear and effective call to action that will directly impact the fight against AIDS. One way to do so might be to include a link  for people who prefer to donate directly.

If you’d like to donate directly to the Global Fund, please click here.