As I sat casually switching channels, sipping warm tea on a lazy Saturday afternoon, the television flashed one of the most compelling and hard-hitting advertisements of recent times. Tata Tea is back again with its trademark “Jaago Re” campaign. And this time around the brand has brought into forefront what is essentially known as pre-activism, urging consumers to pre-act and not react to prevent social crises.
Pre-Activism- Isn’t it the need of the day?
If this term had to be laid out in a simple form, it is nothing but a sort of awakening, to learn and finally find an answer to underlying problems……well before one strike. The advertisement carries the potent voice of the young girl, as a bunch of people lie sleeping away in the backdrop.
“Alarm abhi baja nahi, Rape abhi hua nahi. Kisan abhi mara nahi, abhi ye phul gira nahi. Khiladi ne medal abhi hara nahi, alarm abhi naja nahi….” (Translation from Hindi: The alarm hasn’t gone off yet, nor has the rape happened. We are awaiting farmer suicides, bridges to collapse and players to lose medals. The alarm has still not gone off….)
It is almost always, that we collectively as a society react with outrage only after apathy has befallen! We head out on candle marches. Oh well!!!! Of course express anger on social media, crib about the deteriorating law and order of the country. We boil with rage when a catastrophe strikes.
But does it really solve our issues?
Candle marches, Facebook posts, Twitter protests and arm chair activism, it’s time to change our behavior towards what affects our society. The outrage must metamorphosis into a newer form of activism- and that is prevention. Can you and I do something? Of course we can.
- Make some noise, well before something goes wrong.
- The government needs to hear- whether it is encouraging our sports personnel or securing the lives of our farmers.
- Do your bit for your city.
- Segregate and recycle waste.
- Be sensible on the road, by doing your bit such as reducing noise pollution and road rage.
- Raise your children, boys as well as girls responsibly.
Its high time we pre-act than react!!!!!!!