When the idiom ‘One man’s meat is another man’s poison’ was first recorded in 1576, I doubt the author thought that there would ever be something called ‘social media’ 5 centuries later. On Friday the 20th of December 2013, I came across a tweet ‘Going to Africa. I hope I don’t get AIDS. Just kidding I’m white’ tweeted by Justine Sacco (@JustineSacco).’ on my timeline. I somehow ignored that tweet. to my surprise @JustinSacco was trending Saturday morning along with a hastag ‘#HasJustinLandedYet‘ (which had over 100 000 tweets) Justine deleted her twitter account, and all her other social media accounts, but the damage had already been done.
You can also read: One man’s meat is another man’s poison: Part 1
Click here to see the tweets.
Whilst people were using the hashtag to attack Justine, ‘Aid for Africa’ took the opportunity to ask for donations & also raise awareness about AIDS.
From the above, it is clear that ‘Aid For Africa‘ used Justine’s “fall from grace” to increase awareness for their brand.