Consider a household audio device company blind advertising their latest modern, high-quality audio system. The company has a hilarious marketing campaign that warns consumers. That once they experience their latest product and experience all the amazing sound effects. They will realize they’ve been blind by ear for throughout their lives.
Imagine that a TV manufacturer tweeting about a brand new model that lets you view every color in perfect detail. They announce it by using hashtags and say that people won’t be blind anymore.
If a business mocked blindness or deafness in this manner it would be a fair assumption. That there would be immediate resentment from. Those affected and advocacy groups, likely leading to an apology as well as the end of the offensive campaign.
Procter Blind And Gamble
For the last 2 years Procter & Gamble has been advertising its home air freshener brand, Febreze. Using a mockumentary style campaign to warn people. About the possibility that they be nose blind to bad smells in their homes. The brand notes that others are able to smell the bad smells and evaluate their smells.
For those nose blind people, the company offers solutions. The series with actors in the lead and featuring humorous nose blindness. Intervention have had more than one million views to date on Youtube.
The issue has to do with the fact the fact that nose blindness is a real condition. It’s known as anosmia and more than five percent the population all over the world have it. Through ridiculing their daily issues the campaign has offended those who lack a sense of smell. While also appropriating their handicap and making it an hashtag. For those suffering from anosmia, their issues can’t be solve easily as the condition isn’t a cure.
Anosmia The True Nose Blind
Anosmia is the complete loss of the sense of smell. A few people have lost the sense they have of scent as a result of a nasal. Disorder or brain injury. some are born anosmic.
Studies have shown that anosmia can be link to a rise in depression and stress since. Anosmic individuals face significant issues in daily life. A recent study conducted in the UK reveal high levels of depression (43 percent) and an anxiety (45 percent) in the anosmic population and also issues with eating (92 percent) as well as the feeling of being isolate (57 percent) and difficulties in relationships (54 54%).
Three aspects of life worry people suffering from anosmia in the greatest degree. The first is that they can’t detect the types of dangers nearby that can be detect through our sense of smell for example, gas leaks, smoke, cooking or spoiling food items, they are at risk of sustaining health risk. Since the loss of smell typically results in no sense of the taste, cooking and eating food isn’t as enjoyable for their enjoyment. Anosmic people often experience social anxiety because they are worry about the smells of their bodies.
The inability of people to smell their loved ones is an issue that is significant. For example, if parents are unable to smell their or her baby. Anosmia sufferers depend on others to smell for them, leading to anger and a decline in independence.
Anosmia is a major issue for millions of people around the world, and has grave implications for their health and quality of life. However, there was no global response to the P&G noseblind campaign. The patient advocacy organizations, patient groups or media outlets reported on the subject. Anosmic Facebook or Twitter users have been irritate by the issue, but it hasn’t gone any further.
In an interview I had with her Michelle Krell Kydd, a well-known fragrance expert, writer and author who was part of the discussion surrounding the campaign, clarifies that the usage of the word like noseblind, which is within the anosmia community’s lexicon it is a kind of theft.
The issue, Kydd thinks, may be in the reality that olfaction is so long been consider a neglect sense. According to her during a recent interview she conducted.
Olfactory lexicon in the West isn’t very develop in the West and this also plays into the perception of smell, which I call the most basic of senses however it is evolving due to studies on our senses of smell as well as the olfactory vocabulary.
Even if the marketing managers of Procter & Gamble did not intend to offend those with disabilities, as they’ve stated in anasmic Twitter users in a variety of discussions, they had to respond in a formal manner.
The Loss Of Smell Is Invisible And Not Treatable
The underlying issue of this campaign lies the problem of anosmia as a whole as there is a lack of awareness of the condition.
The reason for this is because of a variety of factors. Loss of smell is not visible by itself, and there’s no treatment for anosmia (so there’s no health care system to help) and there’s no smell aid, and there’s an absence of patient advocacy groups.
Anosmia sufferers are always require to justify their condition. And often, they are ignore with a lack of empathy by those who have no issues with their olfactory senses, who ignore or even deny the existence of anosmic pain. Another challenge that those with anosmia are the indifference by medical experts.
As well as being invisible physically the condition is also not visible within the regulations and health insurance system. Recent research highlighted testimonials from anosmic patients who expressed their discontent with how the medical profession takes care of their condition.