MS marketing agency causes controversy by simulating floods – Behavior

With social networks buzzing in recent days with publications about the tragedy that is plaguing Rio Grande do Sul and solidarity campaigns to help flood victims in the state of Rio Grande do Sul, a publication this Tuesday (7) caused controversy in Campo Grande.

A Marketing agency, Rise, used an Instagram post with images of a flooded Campo Grande made by artificial intelligence in an attempt to “make an impact”. Within minutes, the images simulating a tragedy here caused an uproar on social media and divided opinions.

The comments space has been filled with people who found the proposal ‘out of tone’, ‘disrespectful’ or with the aim of increasing the page’s engagement. But there are people who defend it and think that images can generate solidarity.

“Excellent way to demonstrate how not to use artificial intelligence. There was a lack of awareness, a lack of respect, a lack of relevant information on how to help those who are actually suffering from this tragedy”, said one of the followers.

Another comment also disapproves of the publication, saying it was “inelegant and heavy handed”.

One user was also emphatic about the choice of content, saying that, in 27 years of profession in the field of Advertising, “he has rarely seen something in such bad taste and irresponsible as the publication”.

Despite the barrage of criticism, the company maintained the publication and only defended itself in a note. “Our objective was to highlight the importance of being united in times of crisis, and not exploit the situation for personal or image gains,” he said. The company also swears that the “intention was to raise awareness among the population” and that “this is not a passing trend or opportunistic attempt to gain visibility”.

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