Recent reports in the paper state that Absolut Vodka are doing a campaign that is currently underway to highlight it's vision of a world where cash is replaced by kindness. As part of this campaign Berwick Street Market in Soho has agreed that customers are given free fresh fruit and vegetables in return for a good deed. Nothing like jumping in the Thames to save a dog or rescue to children from a collapsing building. We're talking about a good deed that can be done by everybody. It's simple, it costs nothing and in return you can get something out of it other than personal satisfaction. At Berwick Street market a good deed constitutes as a high-five or smiling greetings. Simple yet incredibly effective I think.
Generally London is thought to be a city with people who don't smile - as perceived by many tourists that I've spoken to. They also state that we are so independent we don't communicate with each other even though we're forced to share our public space everyday on the tube. With iPods and other personal mobile entertainment I'm not at all suprised by this. In fact even I, who insists on maintaining a positive outlook on life, wears headphones as I travel but I will always send a smile if I catch the eye of a stranger.
PR activity of Absolut's project may just highlight exactly the kind of benefit that positive human interaction may have on the movement of our societies and cultures and indeed help this difficult time of economic suppression and emotional depression. London is a great city and I would love for something as easy as a smile and laughter to infect the world. It may just save us.
WELL DONE ABSOLUT. I SOLUT YOU.
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