Heineken Worlds Apart OpenYourWorld 1

Oftentimes that optimism is what carries a young community from near death to new life. But take care that your optimism doesn’t border on emotional hijacking. Why did this Heineken commercial work so well, while all of those Dove Beauty ads eventually fell to criticism? Heineken gave us a reason to be optimistic. Dove, and the body positivity community it inspired, however, “put the onus on people living in marginalized bodies to turn their criticism inward. This time, though, those people are told not to be ashamed of their physical selves, based on the premise that there was never anything wrong with them to begin with, as though the same companies that claim to be guiding this “movement” haven’t been selling insecurity for years”, according to journalist Amanda Mull. Communities need optimism, not emotional hijacking. Don’t mine the trauma of your users for an emotional response, no matter how optimistic it may seem on the surface.