An advertising campaign for a new Christian Dior
product has drawn criticism from a recovery advocacy group that says the ads
send a message to young women that being addicted is hip.
The following is an "Action Alert" news release from Susan Rook,
former CNN news anchor, who is the director of communications and outreach for
Faces
and Voices of Recovery:
Fashion designer Christian Dior has launched a massive ad campaign to market a
new fragrance and makeup line called 'Dior
Addict.' This outrageous marketing campaign:
- exploits a brain disease;
- trivializes the critical public health issue
of alcohol and other drug addiction;
- cheapens the hard work of recovery and
- shows careless disregard for the feelings of
parents who have lost a child to addiction.
Faces and Voices of Recovery is coordinating a
diverse coalition to launch a protest called: Addiction is Not Fashionable.
This initiative includes recovery advocates, parent groups, community
coalitions, prevention and treatment providers, faith community, front-line
health care providers, members of the fashion, media and entertainment
industries and policy makers.
"As a parent who has lost my own precious daughter to addiction I am
appalled that the world renowned company of Dior would use the word 'Addict'
for their new line of perfume and cosmetics' says Sharon Smith, president,
MOMSTELL. Smith went to the website and had this reaction, "I just cried.
How can a company push pleasure, sensuality and energy in an add campaign
called Admit it, and talk about getting "Higher" without the
simplest of regards for the parents of this country who have watched a child
get "Higher", "Admit it", and then become an
"Addict" and die as a result. The word strikes fear in parents
across this nation. In a time of corporate responsibility, Dior is being
totally irresponsible in the choice of words in their new campaign."
Christian Dior Preying on Young Women
"They are institutional predators," says
Maine Youth Advocate Marty O'Brien, "They are preying on young women to
buy into the concept that addiction is hip." According to Richard Brown,
MD, University of Wisconsin, "We must condemn the glamorization of
addiction for profit. There would be a tremendous public outcry against
attempts to profit from glamorizing other terrible diseases like stroke,
cancer or AIDS."
Advocates working to prevent drug use among children and adolescents find
Dior's glamorization of addiction particularly offensive. Sue Rusche, National
Families in Action says, "Dior's campaign makes it virtually impossible
for parents to teach children that drugs and alcohol can hurt them so badly
its better not to start." We spend $200 million of our tax dollars on a
media campaign to teach children not to use addictive drugs. How can Dior give
the message that being an 'Addict' is 'bold, daring and totally sexy'?
"Since 1944, the National Council on Alcoholism and Drug Dependence has
been fighting the stigma attached to addiction and advocating for people in
recovery," says Stacia Murphy, the organization's President.
"Unfortunately, in one ill-conceived effort to be hip, sexy and cool --
and sell product -- the Dior campaign for Addict has made our job more
difficult. Addicts -- the real ones -- do not always smell terrific, and those
who have recovered have done so through hard work and difficult emotional and
spiritual growth. Sadly, a perfume named 'Addict' can only cheapen their hard
work and contribute to the stigma of addiction."
What You Can Do
Dior has been asked to pull the 'Addict' campaign
and re-name the product. Consumer Affairs representative Veronica Post says
the company 'appreciates our concern and feedback' and asks us to 'put it in
writing.'
Simultaneous press conferences around the country on Monday October 21
announced the "Addiction is NOT Fashionable" campaign which will
begin with a massive letter writing campaign and an even larger email protest.
Media events are planned for: Washington DC, Los Angeles, Miami,
Minneapolis/St. Paul and other cities.
We need your help. To participate in the 'Addiction is not Fashionable'
campaign please send this action alert to other people you know.
Send letters directly to the New York office of Dior:
Attention Veronica Post, Consumer Affairs
DIOR
19 E. 57th Street
New York, NY 10022
Please fax a copy of your letter to Faces and
Voices of Recovery 703-299-6768.
Or call 212-931-2200, the phone number for the Perfumes division.
Visit the website
for the latest information including a sample protest letter, talking points
and ideas from other advocates, email Susan
Rook, or call 703-299-6760 for more information.