Naming and Shaming 2 – Anything for profit it seems?

red_saturday2

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Saturday 1373  – 12.04.2014

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I am going to do exactly what it says in the title and name and shame a company.  This is the 2nd time this year but this is a different company . You can see my original post from January here  which was about GAP the international clothing company having a baby’s garment for girls with FLIRT emblazoned on the front of it. Wholly inappropriate and thankfully this garment now seems to have been removed.

adhd%20energy%20drink%20produktyThis time I am naming and shaming a Polish company called Mobile 1 that, since 2011, have been producing an energy drink called ADHD which is sold not only in Poland but in the UK too and look to the left for an illustration from their website. Not hard to see who this drink is aimed at is it ?

Have you heard of ADHD?  No not the drink, but the neurodevelopmental condition Attention Deficit Hyperactivity Disorder which is characterised by a short attention span, restlessness or constant fidgeting, being easily distracted, being impulsive, being hyperactive and acting inappropriately for the person’s age. Many children and adults with this condition have additional problems which can include learning difficulties, Obsessive Compulsive Disorder, Tourettes Syndrome amongst many other conditions.

You can read about Wellcome Trust funded research into the condition here which has found a genetic link.

A quote from the article

“We hope that these findings will help overcome the stigma associated with ADHD,” says Professor Anita Thapar. “Too often, people dismiss ADHD as being down to bad parenting or poor diet. As a clinician, it was clear to me that this was unlikely to be the case. Now we can say with confidence that ADHD is a genetic disease and that the brains of children with this condition develop differently to those of other children.”  

Undoubtedly the condition has been given a bad name because it has been used by a minority of parents to excuse the bad behaviour of their children and the lack of control they have over them, but it is a very real condition. 

A friend of mine, who has  a son with a diagnosis of both Autism and ADHD , saw a billboard advert for the energy drink ADHD with a tag line No Stress and was rightly very disturbed by this and when she got home she thought about this more and looked up the drink on the internet. This is how they advertise it , their translation from the English isn’t great but you’ll get the gist of it.

“It is intended for adults who want to increase the level of their energy or concentration. It is recommended for great physical and intellectual effort. It accelerates the quickness of reactions and efficiency of the organism. It also counteracts the weariness and speeds up your metabolism. For these reasons it is consumed and valued by the drivers,the students and active people satisfied with their life. ”

So why have the company used this name ?  Well they seem to be suggesting that if you drink their product you’ll behave like someone with ADHD  and it seems they think that’s a desirable thing, which clearly it is not! An ADHD sufferer’s hyperactivity and excessive energy can cause very real problems for them, in school or work for example.. .so the drink having the tagline No Stress just adds to the insult because the condition can certainly be a stressful one for all concerned.  

I cannot imagine how the marketing dept came up with this idea and no-one stopped to think what effect it might have on those affected by the condition. To me trivialising the condition in this way shows a complete lack of understanding and empathy for those that suffer daily because of it.  

I think it’s just appalling to use ADHD to sell a product, especially one like this! 

It wouldn’t be okay to have Bulimia Biscuits or Cancer Crisps would it? The same rule applies to ADHD. So driven by my usual passion against injustice I encouraged my friend to start a petition and campaign with the intention of getting this company to show some respect and change the name of their product. 

The link to the petition is HERE  .

With your help maybe we could get this company to rethink so I hope you’ll read and consider adding your voice, no matter what country you are in. Thank you.                    

 As ever I welcome your thoughts and I am happy for you to share this post to get the word out.

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Saturday girl signing off.

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You can find my photography blog Photomania here 

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7 comments on “Naming and Shaming 2 – Anything for profit it seems?

  1. LensScaper says:

    I hope this gets banned in the UK. As part of my work as a GP I looked after a Rudolph Steiner school where quite a number of the children had ADHD. Very challenging children too.

  2. Pranav Lal says:

    It may be a language and culture issue. It is possible that the marketing department does not realize the import of its advertisement. Having said that, terrible advertising and really bad research if any was done. It may be more effective if you found the marketing department or key company personnel on social media and tried contacting them.

  3. I can understand how the product name of something manufactured in one country loses its meaning on translation. Occasionally with comic results. But this is clearly deliberate and beggars belief.

  4. Signed and good job. Unbelievable what some companies will do.

  5. scillagrace says:

    I think this product would have a shelf life of a nanosecond in the States where ADHD is an immediately identified syndrome. A problem we do have is in the abuse of prescription medication for ADHD, like Adderall, by the non-afflicted. It acts as a stimulant on those who don’t have ADHD but as a calming agent for those who do. School kids have discovered that there is a market for this, and it’s quite common for them to fall into dealing their own pills.

  6. totsymae1011 says:

    I don’t get how the company rationalized that drinking ADHD was a good thing. It’s confusing, really. If I don’t have ADHD, why would I drink it to have it? Two heads aren’t better than one in this case.

    • Helen Cherry says:

      It is indeed confusing totsymae.. but the tag line the company uses is NO Stress and that couldn’t be further from the truth for those with ADHD and their families..

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