Get Off Your Privileged Ass!

Saturday, January 17th, 2015

It’s coming onto the second half of January and, like every year, that means the World Economic Forum, in the Swiss ski-resort of Davos, where the world’s most powerful and well-heeled come together annually to hobnob, look down from the summit (figuratively but also literally, given Davos’ height-above-sea-level) at the rest of us poor slobs and try to solve some of the world’s problems. Such a gathering of influential and monied types is sheer nirvana for advertisers and others who would seek to influence them in some way. (Including of course the fearless & topless banshees of FEMEN: going around half-naked in the January snow does not faze these gals!)

As you might imagine, the Union Bank of Switzerland (UBS) has an inside track when it comes to accessing Davos attendees. (I don’t mean just from its status as a prominent local bank; it also still likely aids many of those assembled to avoid taxes in their home countries via its no-name-but-number bank accounts.) This year it has come up with a real PR winner:

OK, what’s this about “6 kilometers”? It’s fairly simple: UBS is going to invite all WEF attendees to wear a rose-colored odometer during the time that they are there. If a minimum of 1,000 participants record having walked six kilometers during their stay, then UBS will donate 2,500 bicycles to poor African children for use in traveling to school. (more…)

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