—By resorting to the fabrication of events, advertisers contribute to a wider societal issue, fuelling the fire of cynicism and skepticism, says Éric Blais—
The intense debate in India sparked by Bollywood star Poonam Pandey’s faked death for a cervical cancer awareness campaign has focused mostly on the questionable use of so-called "shockvertising."
The real issue, I believe, is how the deliberate dissemination of fake messages will further erode trust in advertising in an era already plagued by distrust and misinformation.
The campaign, which falsely claimed the actor had died due to cervical cancer, transcends the traditional boundaries of shockvertising. Shock tactics, by their nature, are designed to disturb or provoke in order to cut through the advertising clutter. While they can be in bad taste or even ethically dubious, they typically stay within the realm of exaggeration or dramatic emphasis.
This is different.
On Feb. 1, the actress’s Instagram account announced the tragic news to her 1.3M followers. It read: “This morning is a tough one for us. Deeply saddened to inform you that we have lost our beloved Poona to cervical cancer. Every living form that ever came in contact with her was met with pure love and kindness. In this time of grief, we would request for privacy while we remember her fondly for all that she shared.”
Some were skeptical, writing “Cervical cancer patients don't die suddenly, out of nowhere. Just checked Poonam Pandey's Instagram. Until four days ago, she was fine... And I hope this is not a publicity stunt disguised as creating awareness for cervical cancer, which would be unethical and irresponsible, especially when dealing with sensitive issues like health awareness.”
Once the hoax was revealed, the reactions were brutal.
“A slap in the face to people with or at risk of cervical cancer. This is an awful stunt she pulled and not at all a service of awareness or good deed. Disgusting. Her reaction after is just as disturbing. No this is not how one goes about bringing awareness to cervical cancer or cancer. [It's] not ever right to fake cancer or death.”
“Completely and utterly distasteful. She should be ashamed of herself. This was stupid and crazy.”
“Shame on her. As someone who has lost my loved ones to cancer, is battling cancer myself and is a public health & policy professional, I am disgusted by this woman. She needs to be banned. Some strict action should be taken against her.”
The use of shock in advertising can be a double-edged sword, often walking a fine line between effectiveness and offensiveness. However, when an advertisement crosses into the fabrication of events, particularly as grave as the death of an individual, it is no longer a matter of taste or ethics alone. It becomes a matter of public trust.
When advertisers contribute to the landscape of falsehoods, even for a noble cause like cancer awareness, they exacerbate an already critical issue. The impact of such actions is not limited to the immediate backlash or the specific campaign. It feeds into a broader narrative of skepticism and cynicism towards media and advertising, further eroding the already fragile public trust.
While the immediate goal of any ad is to capture attention and deliver a message, those that resort to fabrications for impact do not merely risk the reputation and credibility of the brand or organization they represent, they contribute to a wider societal issue, fuelling the fire of misinformation and skepticism.
It’s also a missed opportunity in harnessing the power of authenticity in advertising. Genuine, honest, and thoughtfully crafted campaigns can achieve the dual goals of capturing attention and building trust. When advertisements resort to falsehoods, they undermine the potential of advertising as a tool for positive social impact and meaningful engagement.
In a post in response to the outrage, the actress wrote: “This unexpected turn of events, albeit startling, serves a greater purpose. While I do understand how you would have perceived this in bad taste, I also implore you to consider the greater cause. Before passing judgement on the act, I urge you to recognize the alarming concern burdening women worldwide. The sheer lack of awareness surrounding this issue was the mere reason that compelled me to take this unconventional step.”
There is no doubt a greater cause here, but the end doesn’t always justify any means.
More than ever, the true art of advertising lies not deception and sensationalism, but in how effectively one can engage and inspire.
Éric Blais is president of Headspace Marketing, a consultancy that helps marketers build brands in Quebec. He can be reached at feedback@headspacemarketing.
