CAMPAIGNING
#STOPHATEFORPROFIT PERNOD RICARD
PERNOD RICARD CALLS ON BRANDS TO ‘GO BEYOND THE BOYCOTT’ WITH MORE THAN 1,000 BRANDS HAVING BOYCOTTED FACEBOOK IN THE LAST COUPLE OF MONTHS AS PART OF THE #STOPHATEFORPROFIT CAMPAIGN, PERNOD RICARD IS CALLING ON BIG BRANDS TO ‘GO
T
BEYOND THE BOYCOTT’ BY USING THEIR POWER AND INFLUENCE TO DRIVE REAL, POSITIVE CHANGE.
he recent high-profile boycott of Facebook by reportedly more than 1,000 brands has helped draw global attention to the consequences of hate speech, racism and misinformation online. Facebook owner Mark Zuckerberg’s wealth has shrunk by an astonishing $7bn as a result of the boycott and Facebook’s market value plummeted by some $60bn in just two days in June. The boycott is relatively unusual in its scale and helps reinforce the notion that nothing talks quite as loudly as money. But Pernod Ricard, the second biggest spirits
THE NEW APP Q social media users affected by hate speech on social media will be able to report the content direct to brands Q brands will be able to use their influence with social media platforms to have the content removed Q it will create a space where users, brands and social media platforms can collaborate
20 I SLRMAG.CO.UK / ISSUE 16 / WEDNESDAY 05 AUGUST 2020
“Companies like ours can and should play a bigger role in problem-solving than just withholding advertising dollars.” company on the planet, is calling on brands to move ‘beyond the boycott and leverage their power and influence to combat hate speech online. The company, through its affiliate Pernod Ricard USA, is creating a crowdsourcing app that will give consumers and brands a proactive voice in the fight. The plan is that the app gives consumers and those affected by hate speech on social media the power to identify and report content they find objectionable directly to brands and companies. Brands can then leverage their influence with social media platforms to help ensure the content is reviewed and removed, if warranted. “The world is waking up to the reality that we all have a role to play in stopping the spread of hate speech, racism and misinformation on social media platforms,” said Pernod Ricard USA CEO Ann Mukherjee. “There is a long way to go. Movements like #StopHateForProfit
