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Bono Brings the $1,600 Handbag to Africa

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I thought Bono knew better.
After all, the Dublin-born rocker has mobilized millions for issues pertaining to African development, from debt-relief to climate change to HIV prevention.
But in his latest romp through the African countryside, he's brought Louis Vuitton -- maker of the $1,600 handbag -- with him. A new ad campaign shows Bono and his wife Ali Hewson posing as if they have just stepped off a helicopter into the African plains, clutching Louis Vuitton luggage.
I can't help but wonder whether "Africa" was shot on location. For all the time Bono has spent there, I'm surprised that he came to the conclusion that shooting an ad for luxury bags on the poorest continent on earth was appropriate. Click play below to watch video.


The genesis of the partnership between Louis Vuitton and Bono-Hewson is Hewson's for-profit company Edun, an "ethical fashion label" that sells African-inspired clothing, with the aim of creating manufacturing opportunities in Africa and raising awareness about responsible trade.
Edun was launched in 2005 to much hype, but ran into trouble with delivery from African factories and sales in the West, according to the Wall Street Journal. Concerned that other fashion labels would balk at the idea of investing in African manufacturing if Edun failed to become profitable, Bono and Hewson sank $20 million of their own money into Edun before selling 49 percent of the company to Louis Vuitton.
New leadership encouraged the team to source from other markets to increase profitability. Consequently, 85 percent of Edun's 2010 fashion line was produced by factories in China and Peru, while only 15 percent of the line was made in Africa. Fifty-nine percent of total company sales came from products made outside of Africa.
All this from a company dedicated to increasing the capacity of African manufacturing. But Ali Hewson and Bono claim that they remain dedicated to the vision. Hewson told the Wall Street Journal that one of her husband's wonderful qualities is that he is a visionary who is "unencumbered by practicalities."
Unencumbered by practicalities? Or unaware of them?
In the past, I have defended Bono to my friends who work with international development and foreign aid organizations, many of whom complain that Bono's activism doesn't take into account complex local structures and priorities. In other words, Bono's work is more about "raising awareness" among wealthy donors than making sure his money finds reliable outlets on the ground in Africa.
Previously, I have felt that raising awareness among potential donors is a crucial step to take -- and that Bono is uniquely suited for it, given his position of fame and influence. But I have come around to the idea that sincerity and deep pockets do not magically produce good outcomes.
In his recent article, "Don't Try this Abroad," Dave Algoso argued that international development is best left to professionals. Responding to Nick Kristof's piece in New York Times Magazine, "The D.I.Y. Foreign-Aid Revolution," Algoso wrote that enterprising Westerners sometimes do more harm than good, particularly if they haven't been trained in development and are "lured by the mirage of a quick technical fix to a seemingly simple problem." Naïve initiatives can take valuable, limited resources away from organizations that have demonstrated effectiveness and are more knowledgeable about local systems and cultures.
A sexy-sounding project might appeal to foreign donors, but may also misunderstand the community or undermine local leaders, doing long-term damage rather than providing thoughtful solutions. In the Stanford Innovation Review, Marcia Stepanek pointed out examples of well-intentioned development projects that crashed and burned "on the ground." The much-publicized One Laptop Per Child, a nonprofit that produced low-cost computers for schoolchildren in the developing world, failed to recognize that many poor families wouldn't want to subject the most valuable thing they owned to the wear and tear of a daily school routine.
Another, PlayPumps, a merry-go-round for children that doubled as a water-pump, discovered that routine breakdowns and poor implementation meant that community members were spending hours each day pumping water. PlayPumps went out of business, but not before $20 million was invested in an idea that looked great on paper: a technology that brought clean water to communities and joy to little children -- what's not to love?
But the subtext is that development projects come with fine print.
While we can't know all the pitfalls of development work before investing our time and resources, professionals like William Easterly, who blogs at Aid Watch, and Saundra Schimmelpfennig at Good Intentions are Not Enough, suggest that we should strive to conduct more research, partner with local organizations whenever possible, and admit when mistakes have been made so that others can learn from them.
If Bono really wanted to support manufacturing in Africa, he could turn his floundering company into a teaching tool. He could systematically work with African economists and specialists in agriculture and manufacturing to determine how to strengthen the processes and resources that made it difficult to partner with institutions in Africa. He could invest in the root causes of the problem, and try to build something that addresses failed systems rather than salvage a company that has turned away from its mission of creating jobs and investing in Sub-Saharan Africa.
Bono has branded himself as an African aid activist, and for better or worse, most of the world recognizes him as one. So what does it say when our cultural symbol of an aid activist has taken his failed company to the arms of extravagance, and depicts himself carrying a luxury accessory, the price of which could have started 160 micro-enterprises, or put 160 children through school?
Meanwhile, millions of Americans are opening their copies of the New York Times Magazine and The New Yorker, or going online to look at the Louis Vuitton website, and seeing Bono traipsing through an unnamed African grassland (perpetuating the myth that Africa is just one giant ubiquitous country). Plenty of wealthy people will see the ad campaign and continue to buy Louis Vuitton -- not because Bono's luggage of choice for his African adventures is an LV bag -- but because they wanted one anyway. If this is what "raising awareness" consists of today, count me out.
We should look harder at our activism and "awareness-raising" efforts before we unduly laud a project that achieves no substantive, measurable success other than to create a tingling feeling of generosity among wealthy people as they contribute to systems that preserve the status quo.
Follow Alison on Twitter.
Filed Under: Woman Up

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26 Comments

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jme0598

If Bono is not prepared to get more personally involved in doing hard work needed to properly help people, he should be prepared to stop engaging in activism as what amounts to a branding behavior and go back to making music. People are not handbags.

December 26 2010 at 12:04 PM Report abuse rate up rate down Reply
tomchapman

This reminds me of a saying that DL Moody once said when someone critized his preaching. He said, "I like my way of doing it better than your way of not doing it". Just image if all celebratities contributed as much! Oh, and althouh I like his music, I'm not a fan of anyone except Jesus, He is my only idol, you can have the rest! And as Bono said, "It's My Life!"

November 30 2010 at 1:52 PM Report abuse rate up rate down Reply
mark

I think it's easy to criticize people like Bono - and many do of course. Not all initiatives succeed, and if everyone believed that we should avoid all Chinese manufactured goods then we would be living in a very different and more expensive World. Fortunately, Bono, and others like him, have huge egos and are smart enough to ignore all the winging. A good analogy for me is the ubiquitous G20 protesters who complain about globalisation whilst wearing Levis jeans, Nike sneakers and no doubt other brands made in China.

November 07 2010 at 10:29 PM Report abuse rate up rate down Reply
Denise

i don't see the problem here. Bono is rich. He has a rich people's bag. He goes to Africa where he has raised lots and lots of money from his rich friends to give to Africa. Let's not be too judgemental here. Don't rich people get to enjoy it? Presumably proceeds from the sale of the bags will benefit Africa and Bono will continue to raise money and help Africa. Why not shoot an ad there? I do agree with the statement that it might be better if he gives the money to organizations "on the ground" in Africa and leaves the hands on work to those who know how to do it. In the meantime let him do what he does as long as he is trying to do good things - leave the man and his handbag alone!

November 07 2010 at 6:41 PM Report abuse +1 rate up rate down Reply
waganaka

I think the author raises good issues about things that have nothing to do with Bono in this article. I think she is using the visual and controversy of criticizing a good man, on an irrelevant issue, to bring attention to her own article however, and that is not only unclassy, but really quite destructive and unkind. If Bono wants to convince a large company to spend some money that would otherwise be spent in NY, or Paris, on the Continent, funds that likely are millions of dollars, and promote a positive image of Africa that helps bring tourism, that's not exactly a bad thing. It's paternalistic to think he should only go where poor people are, in the escort of "professional" development people. The Professional aid people have been doing damage throughout Africa for decades. Many of them have other agendas besides business. So I think it's naive to suggest that this one thing, an advertisement for a luxury good, which also could have happened in a poor asian country, without criticism likely from this author or similar writers. I think it is this kind of parternalism toward Africa that is not helpful. It's a kind of view that Bono should only be photographed in Africa with very sad images, so that people know how desperate our continent is. That's just not a helpful attitude toward Africa at all. But I think the author's primary purpose here is publicity, for her article, and her view.

November 07 2010 at 8:51 AM Report abuse rate up rate down Reply
info@aviatoracademy.com

I am of Afrikaaner descent and I am DEEPLY offended by the notion that LV handbags are "out of place" in Africa. I would just like to point out that only SOME of Africa is poor. LV handbags are entirely appropriate in South Africa - where people stay in $1000 a night vineyard hotels, drinking locally produced Cape wines, before flying out to a $20,000 safari... Yes there are "Shanties" in the townships - but Afrikaaners live in some rather lovely homes, drive Mercedes' and BMW's, and frankly my grandfathers house had a pool, a tennis court, a gardener, and a maid, and he wasnt a "rich man" just an officer in the South African Navy. Remember that most of the worlds diamonds come from Africa...

November 06 2010 at 7:33 PM Report abuse -1 rate up rate down Reply
davmusgro

People like Bono for some reason keep getting richer and richer Yet we seldom ever hear of how much comes out of their own wallet. It has been the way of celeberties to led a name but no money Photo Ops make one look like they care. Now over the years there have been some that did both .example Bob Hope

November 06 2010 at 5:58 PM Report abuse rate up rate down Reply
1 reply to davmusgro's comment
kwhaleys

Clearly you didn't read this article (i.e., $20million of his own money) and you know nothing about Bono and the work he does around the world for the poor. He is his generations Bob Hope.

November 06 2010 at 11:07 PM Report abuse rate up rate down Reply
terrif2004

Can't imagine how much money I wasted in my life if anyone wanted to shine the light on the cost of my fountain sodas. Don't want to see the tally, but I'm a little wiser now. I went to Uganda last year on a mission trip to deliver food and medicine to the West Nile region and found the needs of the people to be great. I encourage people to travel there and see for yourself if you have doubts. If you can't go, there is an organization called Compassion International (search compassion.com) that does a great job for the money. While there, I had the opportunity to meet the girl I sponsor, and it is wonderful to know that her life is improved by the education that Compassion provides. Jesus taught us to love and help others, and it is because of His nfluence in my life that I became involved. I will never regret this decision. Love and peace to you.

November 06 2010 at 1:48 PM Report abuse +2 rate up rate down Reply
Simon

Uh, that's a fixed wing aircraft not a helicopter they appear to have just stepped out of. These are seen all over Africa whereas helicopters have a more military presence.How do you expect anyone to take your views seriously when you obviously only have a knowledge of fashion for reference.

November 06 2010 at 12:52 PM Report abuse +6 rate up rate down Reply
terrif2004

It sounds like Vuitton supported Bono when a lot of others did not. If Bono wants to say thank you by carrying a bag of the same name, that's okay with me. Who can say how that bag might be used long run? If Bono owns it- perhaps he sold it after the shoot and donated the money for those educations in question. Let's encourage each other to keep up the charitable efforts. Peace and blessings to all who care, and may God bless your continued creative efforts.

November 06 2010 at 12:42 PM Report abuse -3 rate up rate down Reply

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