I was disappointed to see the above tweet from Food Banks Canada. Following the link I found a contest on Oh Henry’s Facebook page (which tried to access all of my contacts and my timeline… no thank you!). The contest is to win “an NHL experience, plus weekly prizes”. For every entry received, Oh Henry will donate 50 cents to the food bank.
I’m sure many of you are thinking “that’s great! More money for food banks is fantastic!” There’s a part of me that thinks that as well. But there’s another part of me that is turned-off by the use of a charitable donation to garner positive publicity. It also doesn’t sit well with me that it’s a chocolate bar manufacturer donating to the food bank. Yes, they’re donating money, not chocolate bars, but it’s a bit of a slippery slope. It’s akin to the candy stores donating money to the childrens’ hospitals or the pop company donating money to fund diabetes research; a step away from the dietetic organization accepting funding from the food industry.
Do you really think that Oh Henry’s goal is to eradicate hunger? Call me a cynic, but I’m thinking that however much they end up donating to the food bank is going to be considerably less than any marketing campaign would cost them, plus it provides them with the opportunity to seem like a charitable organization. Let’s not forget that they are candy bar manufacturers. They are not Doctors Without Borders. They are not providing us with a nutritious (albeit an arguably tasty source of calories) food. They are putting their brand at the forefront of peoples’ minds. They are associating themselves with alleviating food insecurity. They are allowing people to feel like they are doing a good deed by entering a hockey contest.
I propose that instead of (or at least in addition to) entering Oh Henry’s contest that everyone donate at least 50 cents directly to the food bank or, next time you’re grocery shopping, pick-up an additional non-perishable item and donate it to the food bank.