One of the strategies of culture jamming is to “uncool” brands. Although I don’t believe that this tactic in and of itself is the be-all of environmental activism, I do like how Greenpeace is taking on sacred cows of consumer culture, such as Kleenex, and now Nike (and other sneaker companies).
I’m a little skeptical that depicting the disgusting practices of leather production will succeed– I think most people turn away from ugly images that don’t conform to their reality. But, I do find it useful to make the connection between the making of shoes and environmental destruction, especially for youth who are increasingly environmentally conscious and the primary consumers of brand-name sneakers.
PS I’m still of vacation and am only blogging occasionally. I hope everyone out there is enjoying the summer break (if you are a teacher or student, that is).
