Sunday, February 17, 2013
"Reef N' Beef", and one hell of a disgusting sign
So I'm using this platform again for a rant that is not of the feminist variety. I promise, at this point in time I have nine half-written women-focussed pieces, and I will finish and post one of them soon. In the meantime though, I'd like to draw the attention of those wonderful people who do read my blog to this brilliant piece of signage out of Denmark.
This was snapped by one of my Uni friends when he was recently in Copenhagen Airport. He posted it on Facebook for opinion on what he thought was the use of rather racist imagery and immediately I asked if I could pinch it. Naturally, the majority of people who commented on my Facebook post found it similarly racist and offensive. Indeed, some of us actually took the time to write the business an email informing them of such. I am yet to get a response to my email, but one of my good friends did and whilst an amiable response, it did seem to insinuate that she had misinterpreted the idea behind the campaign as it was merely a marrying of the "traditional" with the "contemporary", and was not meant to be anything other than that. The email also showed no indication that they were going to take action on the points she had raised.
My own email was open in tone and educating in its pitch. I took the stance that perhaps Reef N' Beef were naive of just how loaded this image could be. I mentioned Gillard's "rivers of grog" and stereotypes of drunkenness. I highlighted notions of "authenticity" and stereotyping when it comes to Aboriginal appearance. I mentioned the use of images of someone who has passed away and what that can mean from a religious point of view. And thusfar: nada, zip, zero. So I was initially prepared to wait patiently until they found it in their hearts to respond to me when the plot thickened...
You see, this is not the first time Reef N' Beef have been informed by mob that this image is offensive. Indeed, it was brought to their attention a couple of years ago by some strong and intelligent people from the community and I cannot imagine that those people would have minced words, nor would they have been remotely unclear in expressing the issues of this image. Not only that, but this solo sign which my attention was drawn to is actually not solo at all. According to other reports from mobs, this image is all over the buses of Copenhagen and at other public sites. I repeat: this image is everywhere despite the fact that Reef N' Beef have been told it is offensive over the past two or so years by the very people that it is supposed to represent. Consider me utterly disgusted.
So stuff waiting around for my polite email response! In light of the fact that Reef N' Beef are either extraordinarily slow learners or they simply do not give a shit that their advertising is offensive no matter how many times they are told, I am posting it up here on my own platform. It is bad enough that Aboriginal people have to deal with knuckle-dragger racism in our own country but to see it overseas is just something else, PARTICULARLY when the business in question has been educated on the issues. Please feel free to send Reef N' Beef an email, give them a call, or share this around so that others are aware. The contact details will be below.
Reef N' Beef Website - Link
Reef N' Beef Facebook - Link
Reef N' Beef Twitter - @ReefBeefDK
Phone: 33 33 00 30
Fax: 33 33 08 38
Oh, and let me know if you get a response! Bonus points to those who post them in the comments section ;)