LALITPUR, NEPAL – In a time where empathy is greatly needed, consulting agency Outreach Nepal has initiated an online campaign with the hashtag #BasicHumanity, piggybacking on a recent popular trend of sharing food photos on social media.
Outreach Nepal created a message about the privilege of food in the context of the current pandemic, asking netizens to consider those who do not have the same luxuries they do.
This simple campaign has been replicated now in five countries (Brazil, China, India, Sri Lanka, and Bangladesh) outside of Nepal, as well as having been translated in seven languages.
The first country to adapt the idea was Brazil, led by Daniel da Hora, chief creative officer, DH, LO Creative Boutique. He reached out to Ujaya, saying he was moved by the idea.
“The pandemic made us reflect that we, as humanity, are deeply connected to each other. What affects one, affects us all. Besides, the lack of equal opportunities and access to the basics is also a global threat.” da Hora said, “Empathy is when you put yourself on the position of another person. In times such as this, we see so many privileged people sharing their quarantine routine, so full of everything and so easily because of having everything can be a trap in a world so full of inequality.”
Rashid from Bangladesh, founder of Creoto, who became part of the campaign, applauded the initiative and stated, “#ORNKnowledge is a knowledge platform initiated by Outreach Nepal who lifted this campaign to raise empathy in the current pandemic situation which is worth [supporting].”
The agency was first apprehensive that the campaign would receive a mixed response, but to its surprise, positive support poured in from across the world. Dr. Owen Jia, the president of ECI Awards, voiced his support: “In fighting this COVID 19, the common viral enemy of mankind, this movement is very timely, reminding us that human beings must care for each other, help each other and be friendly with each other no matter whatever language, faith and race they belong to.”
This was followed by another international boost from Sri Lanka. Rohith Hettiaratchi, director business strategy & planning at Media Factory Pvt. Ltd., Sri Lanka, wrote, “This campaign opened up the insensitivity of such uploads encouraging people to be more humane.” He further added, “The problems are the same across the sub continent in terms of food availability and scarcity, hence it is very relevant to our market in Sri Lanka.”
Lastly, the most reassuring note came from the Prof Ujjwal K Chowdhury, pro vice chancellor of Adamas University, India. Prof. Chowdhury said, “Many people and professionals think of path breaking ideas but do not take them beyond the drawing board. Ujaya Shakya and his team behind #BasicHumanity have actually acted on what they have thought of. Social sensitivity and physical distancing in times of pandemic and its aftermath will be hallmark of #BasicHumanity indeed.”
The team behind the campaign said, “In Outreach we believe advertising now has a bigger role to play. And we thought, in these uncertain times, let us be more empathetic, more humane towards the less privileged. Our small initiative is simple, just a reminder of the basic humanity which we all have inside us. This campaign is not meant for those who are actually suffering – they might have little access to social media in these tormenting times. On the contrary this is meant to sensitize us, the forgetful privileged.
“The team at Outreach is very happy that people across countries are reacting positively to the message. The new normal will makes it necessary that we have new insights and new visions. And now we know that there cannot be a bigger insight than empathy.
