Nike Sweatshop Scandal Campaign Analysis

Nike’s Sweatshop Scandal Campaign With profits plummeting and negative attention flooding in following the exposure of sweatshops in overseas factories, it became clear that Nike’s image had to change—and fast. Though not the only company caught in the cross-fire following the documentation of atrocious working conditions, Nike managed to capture the spotlight. As a member of society, I feel driven to act as a socially conscious consumer, allowing me to strongly relate to Nike’s desired audience. Although certain tactics are more effective at reaching people, Nike uses two strategies during crisis management: a speech with the more effective emotional appeal and a logical argument through the documentation of social responsibility. Some negative impressions still linger, however, Nike’s strides toward a better future for their employees have improved public impressions greatly. The revelation of horrendous conditions in foreign countries began in 1991, starting a public relations firestorm toward companies using “cost-effective” forms of labor. Activist
If their contract factories do not make progress toward sustainability and labor requirements, penalties may ensue: remediation plans, sanctions, or even termination of business with Nike (Carroll, Glenn). At the end of 2013, the most recent data currently available, 68 percent of their factories met the 227 requirements to score bronze or higher on the Sourcing and Manufacturing Sustainability Index in fiscal year 2013—up 19 percent from just two years prior. They aim to raise this number up to 100 percent by 2020, eradicating the labor problems that still linger today ("Empower Workers"). Important facts are posted as large numbers with a bright purple theme; this is meant to draw the reader’s attention and provoke a positive emotional