I have to admit I’m hesitant about writing this issue’s column. Typically, this space has about a month’s lead time between when I write my sterling prose and when you (a) read it, or (b) paper-train your schnauzer with it.
The problem is that my topic of choice is cause-related wristbands, an item initially made trendy by bicyclist Lance Armstrong and his yellow “Live Strong” bracelets. But as those in marketing especially know, trends fade quickly. A real danger is that wristbands could be so five minutes ago by press time and those in the know will be onto the next hot thing, like “Ponytails for Peace” or “Scarves for Scoliosis.” (Pro- or con-scoliosis? You be the judge.)
So excuse me if I’m behind the times on this one. But even though I’m not wearing a colorful bracelet pro or con anything at the moment, I’m a little obsessed with the things. Specifically, the trend toward bands of blue.
There’s a real branding issue with this color. Wear a yellow bracelet and people immediately know you’re anti-cancer (as if anyone would be pro-cancer). Sport a pink one and it’s instantly known you’re expressing concern for those with breast cancer. And a band of gold, well, that’s all that’s left of the dream I hold, of course.
But for other hues — especially blue — the palette gets murkier.
To alleviate consumer confusion, I’m calling upon the DMA or some other wise and learned authority to immediately form a Council of Colors to oversee who gets to control the political and social affiliation of each shade of the rainbow.
You don’t think this is a problem? Do a Google search of “blue wristband” or “blue bracelet.” After a quick scan of the results, you’ll agree that it doesn’t take a television-addicted toddler to realize you’d need a clue-sniffing canine to make sense of the results. Everyone, it seems, is blue.
Wear one of the bands proffered at HowBlueAreYou.com, and everyone will know you respectfully disagree with the policies of the Bush administration. A similar sentiment is shown by those wearing the bracelets available at:
SupportKerry08.com;
EnlightenedAmerican.com;
DontBlameUs.com; and
ThinkBlue2008.com.
Many of the sites are donating part of their proceeds to organizations such as the Democratic National Committee (surprise!) and other nonprofits like National Gulf War Resource Center, the Red Cross and Adopt a Platoon. All good causes, to be sure.
I get it. Blue-state mindset equals blue bracelet, right? Maybe. Here’s where the brand confusion starts.
During the election, Kerry/Edwards supporters wore red wristbands to show their support. And yet another Web site, IDidNotVote4Bush.com, offers black bracelets to show they’ll be in mourning for the nation until November of 2008.
So now you’re thinking the anti-Bush contingent should just band together and unilaterally decide to be true blue. That would be fine, except…what do they do about all the other causes feeling blue too?
The National Autism Association is selling blue wristbands emblazoned with “Think Autism, Think Cure.” Concerns of Police Survivors is marketing a blue bracelet inscribed “COPS…Healing, Love, Life Renewed,” to show support for the families of officers killed in the line of duty.
In honor of National Sports Wagering Awareness Day last fall, USA South football coaches sported blue wristbands with the slogan “NCAA Don’t Bet On It” to draw attention to the dangers of sports wagering. And in other sports news, the University of Kentucky sells “Live Blue” bands for those who want to show they root for the school’s Wildcats.
Speaking of cats, PetCareRX.com’s version — sold to benefit pets in need — reads “I Saved a Pet.” And on another site (http://homepage.mac.com/geerlingguy/prolife/), Jeff Geerling has turned to blue for his “pro-life” bands.
It’s nice if people know what you stand for, but surely, things are not clear blue. Think of the consequences if someone takes your jewelry choice the wrong way.
“Hey, what’s that on your wrist? Are you against our president?”
“No, it means I’m pro-life. Or am I pro-pet? Pro-police? Um…Go Wildcats?”
“What? Oh, whatever. I’m going to pound you senseless anyway.”
Indeed, in the United Kingdom blue wristbands have already led to violence. A version promoted by celebrities to stop schoolyard bullying has reportedly led to those who wear the band becoming targets for bullies.
Locally, in my home state of Massachusetts — perhaps the bluest of blue enclaves — I’ve yet to see anyone wear a blue wristband for any cause. But we need to take action before things escalate.
Maybe a DMA task force with a “Rainbow Connection” public awareness campaign would do the trick. I’m serious. Someone big — like John Greco or Kermit the Frog — needs to get on this immediately.
This is vital to the future of the youth of America. My 2-year-old son is just starting to learn his colors. I’d hate for his first brand-awareness experience to be an unpleasant one.
BETH NEGUS VIVEIROS ([email protected]) is executive editor of Direct.
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