If you don't have nothing to say... don't say anything
Sometimes, not communicating is better than communicating "just because".
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
While I’m still in Lanzarote, yesterday was one of the worst days in Valencia, my hometown, where most of my friends and family live. Heavy rains and a crazy wind have destroyed roads, houses and stores and killed many people.
And is still on.
In a day like this, where my full attention is on my closest ones and how a lot of people is dealing with it, marketing seems something small, irrelevant.
Sorry: marketing IS something small and irrelevant in these cases.
In these crises situations, I’ve seen brands that still want to stand out and take a creative take of the tragedy to promote themselves.
Not cool.
When working in localization, this goes a step further: if is a local tragedy (like the one in Valencia, for instance), from global they might not know what is going on and just keep the regular communications.
As someone working in localization, is important to flag it and stop any communication that might not be relevant.
For me, the same goes when there are special dates or celebrations over the year (Pride Day, Black Month, etc.). If you are not supporting these on a daily basis, or the specific context of the country is not ideal, don’t pretend you care just one day.
I’m not saying “not say anything”. If is responsible and has something to do with the situation, of course you can create a quick communication.
For example, I’m writing an email about “not communicating”… but here I am sending the email. First, because is not an “aggressive” communication. Second, because is something related with it and affects me directly. Third, I figured out how to connect the tragedy with a localization lesson.
But if you have nothing to say… don’t.
Outside the desk
Where the magic really happens.
💌 Family is good in Valencia, but is not the easiest of the weeks for any of us there.
🏝️ Other than that, I took the weekend to explore Lanzarote. Volcanos, cactus, hikes, beach and surf. All in one. First time here and not the last.
🏀 NBA season is back! I got my League Pass and started watching some games. Boston is looking great and I really like how the Rockets and Lakers are taking the first games.
Make it global, baby
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙