Hip on the wrist
Rezwana Khan looks into the global wristband phenomenon and how it’s catching on here in Dhaka
Never mind t-shirts with clever sayings. Now there’s a catchier way to getting your word out. Based on the success of multi-coloured wristbands in Bangladesh and abroad, it seems that social awareness is the newest hot-button trend of our generation and with endorsement from icons such as U2’s Bono, complex issues like foreign aid, debt and fair trade, previously the domain of policy-makers and think-tanks, have now taken on a new relevance and cult-popularity with today’s youth.
On July 5, these topics went live and loud to 1.6 million concertgoers in ten cities in the US and Europe through Live 8, a series of shows organised by U2 front-man Bono and Irish rocker Bob Geldof. The concerts were timed to put political pressure on the leaders of the industrialised G8 nations who met in Scotland earlier this month.
The event’s catchphrase? ‘We’re after you’re voice, not your money.’ That’s right — this huge arena experience, with a line-up that included, among others, Madonna, Elton John, Green Day and Coldplay, was free to those quick enough to nab the tickets through a text message service that automatically deducted an extra sum from your phone bill as a donation to charity. Performers and the audience at Live 8 could be seen sporting a particular arm accessory — not spikes, as is the norm at many rock events, but a white band emblazoned with the words ‘Make Poverty History.’
These white bands are products of the UK-based organisation of the same name, which has a large entourage of celebrities stirring up support for fair trade, debt cancellation and better aid for developing countries. Take the latest video released by the campaign. The clip begins with the gorgeous mug of Brad Pitt, in a plain white shirt against a white background, staring at the camera for three seconds before bringing his thumb and middle-finger together for a resounding ‘click!’ Next up, George Clooney, Bono, Claudia Schiffer, P. Diddy and co. all wearing bracelets, appear on screen and click their fingers in the same slow and deliberate manner. The point? A child dies somewhere in the world every three seconds, in the time it takes for each of these stars to snap their fingers.
Gimmicky? Maybe a little — the campaign site also sells booty shorts with white Make Poverty History waist bands — but the ad is just glamorous and dramatic enough to impress an audience of youngsters, if not with the gravity of its message, then at least with the ‘wow’ factor of its presentation. So far, the publicity machines that make Bono and P. Diddy household names are serving the wristbands well — according to the BBC, 2.5 million have been sold so far.
Unsurprisingly, like most trends that take off in the West and hit Bangladesh with a few months’ lag, this simple and powerful method of raising awareness has been recently emulated here by Project Bangladesh. The organisation has drummed up interest in its half-green, half-red ‘Amra Bangladesh’ wrist-bands through posters at teen hot-spots such as Pizza Hut and Roll Express and upped their demand through support from singer Ayyub Bacchu and members of the Bangladeshi cricket team.
‘Yes, they are a fashion statement,’ says Project Bangladesh member Rafaan Seraj, ‘but so are a lot of things, like phones; but this is something that has a positive impact because the individual is made more aware of things like acid survivors, orphanages and cancer.’
Others seem to agree.
‘At this point, I think it’s a trend,’ says Md. Shah Ameer, a former student of Aga Khan who wears an ‘Amra Bangladesh’ wrist-band. ‘That’s why I’m kind of glad I lost my Live Strong yellow band supporting Lance Armstrong cancer foundation bracelet.’ Meanwhile, there are some who are taken by this phenomenon for genuine reasons.
‘I wear mine because: one, its patriotic, and two, it’s for charity!’ says IUB student Saeed Haque of his Amra Bangladesh wristband. Haque may have a point as Project Bangladesh recently donated Tk 1 lakh from proceeds of their bracelets to the Dhaka-based Acid Survivors Foundation.
The ASF provides free treatment, counselling, legal services and reconstructive plastic surgery for victims of acid violence and the treatment ranges anywhere between Tk 1,800 per person to Tk1 lakh for extreme cases, estimates executive secretary of the ASF, Khairul Hafiz.
As these efforts are backed entirely by charitable donations, contributions from the sale of the ‘Amra Bangladesh’ bracelets go a considerable distance towards meeting the foundation’s need. ‘The donation,’ added Hafiz, ‘also symbolises that ‘[the organisation] is with us.’
It seems that whether or not the wearer knows it, every wristband is a fashion statement with a cause. If the Tk150 that would otherwise have been spent on clothes or CDs draw attention to urgent issues, then this is one fad that the smart consumer can buy guilt-free.
Rezwana Khan looks into the global wristband phenomenon and how it’s catching on here in Dhaka
Never mind t-shirts with clever sayings. Now there’s a catchier way to getting your word out. Based on the success of multi-coloured wristbands in Bangladesh and abroad, it seems that social awareness is the newest hot-button trend of our generation and with endorsement from icons such as U2’s Bono, complex issues like foreign aid, debt and fair trade, previously the domain of policy-makers and think-tanks, have now taken on a new relevance and cult-popularity with today’s youth.On July 5, these topics went live and loud to 1.6 million concertgoers in ten cities in the US and Europe through Live 8, a series of shows organised by U2 front-man Bono and Irish rocker Bob Geldof. The concerts were timed to put political pressure on the leaders of the industrialised G8 nations who met in Scotland earlier this month.
The event’s catchphrase? ‘We’re after you’re voice, not your money.’ That’s right — this huge arena experience, with a line-up that included, among others, Madonna, Elton John, Green Day and Coldplay, was free to those quick enough to nab the tickets through a text message service that automatically deducted an extra sum from your phone bill as a donation to charity. Performers and the audience at Live 8 could be seen sporting a particular arm accessory — not spikes, as is the norm at many rock events, but a white band emblazoned with the words ‘Make Poverty History.’
These white bands are products of the UK-based organisation of the same name, which has a large entourage of celebrities stirring up support for fair trade, debt cancellation and better aid for developing countries. Take the latest video released by the campaign. The clip begins with the gorgeous mug of Brad Pitt, in a plain white shirt against a white background, staring at the camera for three seconds before bringing his thumb and middle-finger together for a resounding ‘click!’ Next up, George Clooney, Bono, Claudia Schiffer, P. Diddy and co. all wearing bracelets, appear on screen and click their fingers in the same slow and deliberate manner. The point? A child dies somewhere in the world every three seconds, in the time it takes for each of these stars to snap their fingers.
Gimmicky? Maybe a little — the campaign site also sells booty shorts with white Make Poverty History waist bands — but the ad is just glamorous and dramatic enough to impress an audience of youngsters, if not with the gravity of its message, then at least with the ‘wow’ factor of its presentation. So far, the publicity machines that make Bono and P. Diddy household names are serving the wristbands well — according to the BBC, 2.5 million have been sold so far.
Unsurprisingly, like most trends that take off in the West and hit Bangladesh with a few months’ lag, this simple and powerful method of raising awareness has been recently emulated here by Project Bangladesh. The organisation has drummed up interest in its half-green, half-red ‘Amra Bangladesh’ wrist-bands through posters at teen hot-spots such as Pizza Hut and Roll Express and upped their demand through support from singer Ayyub Bacchu and members of the Bangladeshi cricket team.
‘Yes, they are a fashion statement,’ says Project Bangladesh member Rafaan Seraj, ‘but so are a lot of things, like phones; but this is something that has a positive impact because the individual is made more aware of things like acid survivors, orphanages and cancer.’
Others seem to agree.
‘At this point, I think it’s a trend,’ says Md. Shah Ameer, a former student of Aga Khan who wears an ‘Amra Bangladesh’ wrist-band. ‘That’s why I’m kind of glad I lost my Live Strong yellow band supporting Lance Armstrong cancer foundation bracelet.’ Meanwhile, there are some who are taken by this phenomenon for genuine reasons.
‘I wear mine because: one, its patriotic, and two, it’s for charity!’ says IUB student Saeed Haque of his Amra Bangladesh wristband. Haque may have a point as Project Bangladesh recently donated Tk 1 lakh from proceeds of their bracelets to the Dhaka-based Acid Survivors Foundation.
The ASF provides free treatment, counselling, legal services and reconstructive plastic surgery for victims of acid violence and the treatment ranges anywhere between Tk 1,800 per person to Tk1 lakh for extreme cases, estimates executive secretary of the ASF, Khairul Hafiz.
As these efforts are backed entirely by charitable donations, contributions from the sale of the ‘Amra Bangladesh’ bracelets go a considerable distance towards meeting the foundation’s need. ‘The donation,’ added Hafiz, ‘also symbolises that ‘[the organisation] is with us.’
It seems that whether or not the wearer knows it, every wristband is a fashion statement with a cause. If the Tk150 that would otherwise have been spent on clothes or CDs draw attention to urgent issues, then this is one fad that the smart consumer can buy guilt-free.