Individual action or systemic change? A perspective.
Tomorrow is Independence Day, and with it will come a barrage of brand posts, ads, and films.
Do I mind that brands talk about ‘topicals’? Not really, so long as they have something real to say, and don’t force fit themselves into the conversation.
Here’s an interesting one that was shared with me earlier today.
The message is simple: change requires action.
The brand, TheHealthFactory, interprets this ‘action’ as one that must come from individuals, from the ‘common man’, from each of us.
But is that really what’s preventing progress in our country - the lack of individual action?
I don’t think so.
Individual action only has an impact once the systemic barriers are removed.
Let’s take some of the examples they show in the video:
1. WhatsApp forwards/scams:
Yes, we should all be more aware of scams and fake news, etc. But can we really place the burden of action on the average consumer? Does WhatsApp as a company have no liability to prevent false messaging and scams? If you get ‘scammed’ are you a victim, or are you lazy?
2. Waste Segregation:
Yes, we should all segregate waste. But what if - as it is in Mumbai - your ‘segregated’ waste is just mixed together after it is collected? On the other hand, in Bangalore, waste segregation is not a choice. You either comply, or you pay a fine.
3. Supporting Street Vendors:
Yes, we should all have empathy and be kind to those around us, especially to those who are not as privileged. But doesn’t a ‘progressive India’ mean that we create formal employment for street hawkers, instead of just helping them on one day? Teach a man to fish, and all that?
To me, it seems that many of these problems are systemic, and cannot be fixed through individual action alone. But in a country that’s hell-bent on avoiding systemic solutions, maybe all we have is individual action. And that’s not a good thing.
“A small change, for a big impact”.
The logic is valid, but I wish the systems would change too, and not just individuals.
Vinay Maheshwari, what do you think?
This Independence Day, we at The Health Factory stand with you, championing the small changes that will lead to a Viksit Bharat. Together, let’s take every step towards a healthier, better India. Your choices matter, and we're here to support every effort.
#SmallChangesBigImpact #ViksitBharat #BreadBadloAadatNahi #IndependenceDay #TheHealthFactory
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