Until We All Belong
Image source adweek.com
Airbnb has gone from sketchy start up to global activist in only a few years. When I think of the hotel-like app, I think of an app my friends use when booking houses for us to stay when we travel, but what I didn’t know was that they are so much more.
When I first saw the Until We All Belong ring, I thought it was a genius way to take something that is completely different than your own product and make it somehow align with your brand. As marketers, we are constantly trying to think up fresh, outside of the box ideas, so an idea such as a half complete ring to make a statement for a hospitality brand is absolutely genius in my eyes. For those of you not familiar with the campaign, Airbnb designed an incomplete ring to protest the lack of marriage equality in Australia. The gap in the ring is a symbol for the gap in equality. Genius.
But, what I didn’t know was this was not just a big publicity stunt. Airbnb has been quietly bridging the world for years now. Airbnb has not only donated to the International Rescue Committee and to UNHCR (the UN’s refugee agency), but it quietly launched Open Homes, an app that allows refugees to find homes to stay in for $0. Their five-year goal is to provide free short-term housing to 100,000 people in need.
With all the noise in the world of advertising, it’s nice to see a brand breaking through and really making a difference. With politics making us believe that caring about humanity is secondary to wealth, it’s refreshing to see a company use its power to improve the lives of those in need – big m.props to you airbnb!
Posted by Christina B.