22 November 2016

The Whole Reason


Barbados marks its Golden Jubilee anniversary of independence this month. In recognition, I'm sharing here the dramatic monologue that I wrote and performed for NIFCA* thirteen years ago. This piece was, and is, a challenge to all of us Barbadians alive today to live up to the great debt we owe our ancestors — a reminder that we are, literally, “the living fulfillment of the dreams of heroes past.”


“I will call into the past, far back to the beginning of time, and beg them to come and help me. At the judgment I will reach back and draw them in to me—and they must come. For at this moment, I am the whole reason they have existed at all.”

—the character Cinque in the film Amistad

Very early one morning, many years ago, a young man in his late teens was kidnapped while working in his family ground in the Asante region of Ghana in West Africa. What this young man’s name was, I do not know. They boy did not recognize his captors but it was obvious that they were Asante like himself.

They bound his hands and tied him with ropes and, taking the cover of the forest that day, they forced him to march 12 miles to the sea, to the port city named Cape Coast. There they threw him into the prison cells of Cape Coast Castle.

 Locked up with him in the dungeon, the boy found other young men, woman and even little children: some kidnapped, some prisoners of war, some criminals. Within a few days the tiny, dark, stinking cell became a tomb and the young Asante saw many prisoners die while in that place—but he was numbered among the survivors.

After 20 days the boy was violently awakened very early one morning and herded out of the castle with the other hostages. They were forced out through a narrow opening to the sea that he heard the others call The Gate of No Return.

The boy was loaded into a canoe with about twenty other prisoners and taken out to what looked like another castle: a castle made of wood and cloth, floating in the water off the coast.

And so began this young man’s Middle Passage.

The young Asante was kept along with the other men, bound in chains of iron in the cargo hold of the great ship. There was no room for him to ever stand up, all he could do was only to lay flat or crouch down. There was barely enough air to breathe. Day after day, the heat of the sun and the smell of the endless sea—mixed with the stink of sweat, piss, excrement, blood and disease—were unbearable.

Twice a day the young Asante was herded above deck to be fed: yams or beans and a little water. And many days, young men and women refused food and prayed for death instead. Some threw themselves overboard and succeeded in their resolve. Those who were caught were savagely beaten as a warning to the rest. Others simply willed themselves to die and their spirits flew away home in the night. The bodies of dead Africans were thrown overboard and they became food for the sharks that followed the ship.

The Asante boy spent the next 40 days inside this ship’s hold. There were nearly 400 other black souls on board, a tiny portion of the 15 million Africans who ultimately were shipped to the New World as slaves...

    Chains (The Sounds of Blackness):
    Chains
    Chains
    Chains.
    Why were my people brought in
    Chains
    Chains
    Chains?
    Why were my people sold as
    Slaves
    Slaves
    Slaves?
    God, won’t you free us from these
    Chains?
    
    (Never say die…)

Many women, men and children did die during that awful crossing of the Atlantic. But this particular young man was strong and he survived until, very early one morning, the island of Barbados took shape on the horizon and the ship landed in Carlisle Bay. There he was taken ashore, washed and oiled and then sold to a sugar planter for maybe 50 or 60 British pounds and transported to the plantation where he would spend the remainder of his natural life.

How long the young Asante lived, I do not know. But while he lived he worked the sugar lands six days a week, from sunrise to sunset—and seven days during harvest-time. He lived—and loved. And the woman he loved bore him a daughter and she grew up a slave. But, thank God, in her lifetime she was privileged to see the day of freedom!—the day of the legal end of slavery in Barbados. But she did not see the end of hardship for herself and her people—or the end of hunger or homelessness or devastating hurricanes that killed thousands. But she survived and her children survived.

New generations came and passed. How many exactly, I cannot tell. But I do know that, eventually, one of their offspring bore a son—who is the man standing before you today.

So, this evening: I am a survivor because the blood of survivors literally flows in my veins. And I am strong because I am the offspring of those who were strong and those who overcame.

And so are you. And we—you and I in this place today—are the living fulfillment of the dreams of those heroes past. And, in a sense, we are, at this moment, the whole reason our ancestors have existed at all.

Think about that: that you are the reason some Asante boy held on as he sailed across an unfamiliar and vast ocean towards an unknown future. Your freedom was the hope in some black woman’s eye as she labored in the cane-ground or in the kitchen, her belly heavy with child.

So will you allow yourself to become a slave once again—to a spliff or to a leaf or to a coke-pipe? No! Young men: instead of chaining the dog, will you allow your ‘pit-bull’ to make you its slave again? No! And will we allow this generation to be bound in chains again by HIV and AIDS? No!

Too many have fought that we should now fail. We must be strong—as strong as that Asante boy was, as strong as those others had to be in order to survive. And we are—for we are their children. We have within ourselves the heritage of their strength that is ours to draw on. And the legacy of their sacrifice is our obligation to honour, here and now.

___________


© 2003 Samuel Brathwaite. All rights reserved.


*National Independence Festival of Creative Arts (NIFCA)
Cinque quotation from the film “Amistad”, written by David Franzoni, © 1997 HBO Films.
Chains from the album “The Evolution of Gospel” by The Sounds of Blackness, © 1991 Perspective Records Inc.
Photographs by M. Baldeo, © 2003, courtesy National Cultural Foundation, Barbados.

9 September 2016

An ATM by Any Other Name



It is the year 1979 in Trinidad & Tobago. Workers Bank—one of the precursor banks that eventually evolved to become the First Citizens financial group—is about to introduce the very first automated teller machine (ATM) in the country.

The bank could have called it an ATM service, of course. Those three letters, however, would have meant nothing to their customers or to anyone else in Trinidad at the time, this being a technology that was still barely into its infancy elsewhere in the world.

So they called their innovation the “Mary Anne All Day All Night Service”.

The source of the name was a war-time Trinidadian calypso made famous by the singer Roaring Lion:

“Whole day, whole night, Miss Mary Anne,
Down by the seaside, sifting sand…”

So this new machine that allowed the bank’s customers to withdraw cash or make their loan payments at their own convenience, at any time, day or night, first became known not as the ATM but as “the Mary Anne”. Workers Bank used Lion’s calypso in its radio commercials promoting the service and even had the words MARY ANNE illuminated atop their head office building!

Some lessons from what I consider to be this brilliant piece of marketing:


  • Being the first to the local market gave Workers Bank the opportunity to brand ATM technology  in its own image (to “name it and claim it”).

  • That branding resonated with its cultural context. It spoke to the local audience. It played on an already familiar notion. And it incorporated music, important in the Caribbean context.

  • The branding was a simple idea that would immediately be understood. The link between the name and the calypso would only have to be established once; then any Trinidadian would instantly have been able to intuit the value proposition: service availability whole day, whole night...


Bonus: I learned the story of the Mary Anne in the book “On Becoming First”, a corporate history of the First Citizens group. It is one of the best and most beautifully produced business books I have ever read.

Images from "On Becoming First" by Kathy Ann Waterman (C) 2007 First Citizens Bank Ltd.

5 December 2011

Seeing Red

The American consumer can be a fickle and unpredictable target, a fact that the Coca Cola company has just been reminded of.

In October, Coca Cola announced that it would, for the first time ever, be changing its red can to a limited edition white can in the US and Canada for the holidays. The reason: a partnership with the World Wildlife Fund (WWF) to support habitat conservation efforts for the polar bear, an icon of Coke's holiday advertising for decades. The company pledged a $3 million donation to WWF and up to another $1 million based on text messages sent in by consumers. In all, 1.4 billion white Coke cans would be available during the four months until the end of February 2012.

Coca Cola company's global beverage distribution system services consumers 1.7 billion times a day.

A multi-million dollar corporate donation to support a major and popular environmental cause; a partnership with a respected environmental champion; an opportunity for customers to make a difference; an historic, limited edition packaging design; and pictures of two cute polar bear cubs against the Yuletide snow.

What could possibly go wrong?

Plenty. One month later, Coke has announced that it is scaling back distribution of the white can and switching to a seasonal red can design. It seems that shortly after the white cans hit shelves, some consumers complained that the new can was so similar to the Diet Coke can they were accustomed to that they purchased the regular coke by mistake. Others insisted that the drink in the white cans tasted different from the regular Coke they know and love. Coca Cola denies that they hvae changed anything other than the design on the can. Customers saw red. Now, red cans will be in the majority by Christmas.

The complaints were posted online, at websites, Twitter and some telephone calls.

The company was rattled, no doubt remembering the public relations nightmare of New Coke from the mid-eighties, and folded: the red can would be brought back for Christmas.

Executives at Coca Cola can only dream of a white Christmas this year.