Protest language is an identity for collective struggle, not a tool for public relations – See details

By Adeleye Kunle

Protest languages are more than just catchphrases; they represent collective struggles and should not be appropriated, adapted, or exploited for anyone’s economic or personal gain.

Period!

Jackie Aina, an American-born and Nigerian-descent YouTuber and businesswoman, recently launched a candle option in her Forvr Mood collection called Sr Sókè. Many Nigerians took to social media to express their outrage at the brand’s insensitivity. During the pandemic, when many Nigerian youths took to the streets to protest police brutality and poor governance, this phrase became popular.

It’s not the first time a company has been called out for profiting from protest language. In 2014, President Goodluck Jonathan’s presidential campaign team appropriated the hashtag #BringBackOurGirls for his re-election bid.

What about protest language makes it a significant representation of a collective struggle identity? Why did Nigerians Sókè (speak up/stand up) in defense of Sr Sókè? I’ll give you two reasons why: First, protest languages such as Sr Sókè have the potential to retraumatize those who identify with the inhumane acts that inspired their adoption. Second, naming a luxury and ephemeral product like a scented candle after a word that has come to symbolize the unity of young Nigerians at home and abroad invalidates their efforts. It is also a trivialization of their agenda, dismissal of their pain, and pure capitalistic exploitation of their collective struggle.

To rectify the situation, Aina’s team issued an apology on her Instagram page, accepting full responsibility and indicating that the candle line will be removed from the shelves and production will cease. On the crisis management contingency continuum, this public relations maneuver is known as apology and restitution. While the team and her public relations team may hope that this’medicine after death’ will suffice, there is a need to do more than simply recall and discontinue a product line. If they are serious about repairing their image, they must make more restitution to the traumatized community as a result of their lack of tact.

Do your research before running with a tag that appears cool and ethnic for Aina and other brands that are quick to associate themselves with their ‘roots.’ I also believe you invest in trauma-informed public relations and product positioning strategies. If this is a publicity stunt to increase brand visibility rather than an honest mistake, it is revolting, manipulative, and ultimately counter-productive.

I’ll save my thoughts on Trish Lorenz’s book for another post. No way! Not today!

Finally, to those who argue that this isn’t a big deal, Sr Sókè existed prior to the End Sars protest; I have one ‘word’ for you: may Nigeria happen to you.