Charity washing, or how to benefit from helping those in need?

In recent months, we have been able to observe one of the loudest charitable actions in the history of the Polish Internet — withselection for the treatment of children suffering from cancer, organized by youtuber Latwogang in cooperation with the Cancer Fighters Foundation. Thanks to the huge involvement of netizens, influencers and the media, it was possible to raise more than 251 million zlotys, setting a Guinness record in the category of charity broadcasts. Not only hundreds of thousands of individual donors joined the action, but also large companies such as XTB and InPost. Celebrities and celebrities also increased the visibility of the collection. Some of them — including Katarzyna Nosowska or Maffashion — shaved their heads as a sign of solidarity with children undergoing chemotherapy.

The very purpose of the collection is difficult to question. The action launched an unprecedented social mobilization and showed that Poles can unite around important issues. At the same time, questions have been raised about the health financing model itself and the role of large corporations and celebrities in this type of endeavour. Should the treatment of children depend on record-breaking online collections? Why are companies with controversial reputations so eager to engage in media relief actions? And who benefits the most from the huge scope of such events? The discussion quickly went beyond the collection itself. More and more people began to talk about the phenomenon charity washing Using charitable activities to improve one's image. This is not to say that Latvogang's action itself was an example of intentional charity washing. On the contrary, however, it created a space from which companies, organizations and public persons wishing to show themselves as socially responsible could benefit, regardless of the previous controversies related to their activities.

A similar mechanism can be seen in other cases as well. Just look at the activities of the Brzoska Foundation, the Young Heads campaign or foreign examples such as Philip Morris International. Although these initiatives vary in scale and nature, the same pattern is often repeated: a noble cause, an intense presence in the media, the participation of famous people and a clear improvement in the image of the organizers or sponsors. The problem is that criticism of such actions can be socially uncomfortable. A person asking questions about the motivations of donors can easily be accused of “spoiling something good.” In the public space we often hear: “after all, they help”, “the effect matters”, “it doesn't matter what their intentions are”. But does the end always justify the means? Does every charity really serve those in need first and foremost? Or is it that sometimes the biggest beneficiary is not the person who receives the aid, but the brand or the public person who grants the aid?

Controversial report “Young Heads” promoted by Martyna Wojciechowska

Report published three years ago “Young Heads”, prepared by The Mocha Foundation founded by Martyna Wojciechowska, has been widely echoed in the media. The results on the mental condition of Polish children and adolescents were cited by the largest editorial offices in the country, and the project itself was presented as a groundbreaking diagnosis of the mental health crisis of the young generation. The recognition of the report was influenced not only by the popularity of Wojciechowska herself, but also by an extensive promotional campaign. Strategic partners of the project were TikTok, Google Cloud and Dove, and among the media and educational partners were the Sexed.pl Foundation and the Naczelna Rada Adwokacka. The project was also supported by brands such as Sephora and H&M, and its promotion was reinforced by the largest media and public figures associated with the foundation.

Although the aim of the initiative was to draw attention to the extremely important problem of mental health of children and young people, the report itself has generated a lot of controversy. Doubts related not only to the selection of project partners, but above all to the methodology of the study and the way of communicating its results. One of the most detailed analyses of the report was presented by Dorota Peretiatkowicz — a partner in the IRCenter research agency and co-creator of the Socijolożki.pl project — and Janusz Sielicki, a quantitative researcher at IRCenter. In an analysis published on YouTube, they stressed that the problem of mental health of adolescents is extremely important and requires reliable research. That is why, in their opinion, particularly high methodological standards should apply to projects implemented with the participation of minors. The researchers pointed out a number of objections to the report's methodology. They drew attention, among other things, to the fact that the surveys were completed by students during school activities, often in the presence of their peers. In their view, this may have limited the sense of privacy and affected the responses given, especially since the questionnaire covered very sensitive issues. Another concern was the representativeness of the sample. Critics pointed to the lack of adequate weighting of the data taking into account the structure of the participating schools and the ambiguous selection of respondents. The study involved people between the ages of 8 and 19, but the results were often presented in aggregate, which, according to the authors of the analysis, makes it difficult to interpret statements such as “every third student in Poland has symptoms of depression”. Attention was also paid to the design of the questionnaire itself, some of the questions of which may have been too complicated for the youngest participants.

Substantive criticism, however, has not led to a broad debate about the quality of the study. Instead of discussing the methodology, the dispute between the authors of the report and its critics attracted more public attention. Martyna Wojciechowska publicly defended the project, arguing that its aim was primarily to draw attention to the growing mental health crisis of children and adolescents. In turn, some commentators pointed out that critical comments about the methodology were presented as an attempt to undermine the very idea of helping children, rather than as a voice in the discussion of the quality of the research.

The case of the “Young Heads” report shows how strongly media coverage can influence the reception of social projects. The greater the recognition of the organizers, partners and ambassadors, the more difficult it is to separate the substantive assessment from the emotions and image of the people involved in the project. Additional questions were also raised by the participation of partners such as TikTok, a platform whose impact on the mental health of young people has been the subject of numerous scientific studies for years. This does not mean that the participation of such companies negates the value of the project, but raises legitimate questions about the potential conflict between the social mission and the image benefits of the partners.

How do the “elites” have fun at the Brzoski charity ball?

One of the most media charity events in Poland is the annual Great Charity Auction Top Charity, organized by Omena Mensah and Rafał Brzoska through the Omena Mensah Foundation and the Rafał Brzoski Foundation. The gala has been considered one of the most prestigious philanthropic events in the country for several years. It combines an auction of works of art and unique experiences with a sumptuous ball featuring representatives of business, culture and celebrities.

This year's edition, like the previous ones, brought together dozens of famous people and was widely reported by lifestyle media. The focus was not only on the record amounts obtained during the auction, but also on the creations of the guests. One of the most commented was the styling of Małgorzata Rozenek-Majdan, inspired by the culture of the Ashanti people of Ghana. Some commentators found it a striking reference to the theme of the evening, others pointed out that such a literal use of elements of African heritage could rub against cultural appropriation and reduce rich tradition to exotic decoration. Around similar events, the question has been recurring for years whether modern philanthropy has also become a tool for building the prestige and image of wealthy people. Charity balls rarely take place in silence and away from the cameras. On the contrary, they are carefully planned media events, during which assistance to those in need is intertwined with the promotion of brands, foundations and public figures. So the question arises whether spectacular philanthropy does not become an investment in the image capital of organizers and sponsors at the same time. That is why after each edition of the gala, in addition to information about the amount of funds raised, there are also questions about the costs of organizing the event, the value of the participants' creations or the role of celebrities. Increasingly, the discussion also concerns systemic issues. Would similar initiatives be equally necessary if the state were to finance public services more effectively? Doesn't philanthropy sometimes become a substitute for solutions that should function independently of the generosity of the richest?

An additional source of controversy remains the activities and business practices of those behind similar ventures. In the case of Rafał Brzoski, the media repeatedly described disputes concerning the working conditions of couriers cooperating with InPost and the model of cooperation with subcontractors. Although the company emphasizes that it constantly develops cooperation standards and responds to changing market requirements, for part of the public the question remains whether charitable activity does not at the same time contribute to warming the image of entrepreneurs facing criticism regarding their core business.

It is in such situations that the concept arises charity washing Using genuine charity as part of a communication strategy that helps build trust, distract from controversy or strengthen brand reputation. This does not mean that the help itself is apparent. Rather, the question is who, apart from the beneficiaries, benefits the most.

Doda fights for animal rights with verdicts

One of the most vocal social topics in recent months has become the situation of animals staying in Polish shelters. Dorota “Doda” Rabczewska joined the debate, who visited shelters in different parts of the country, published reports on the terrible conditions in which the animals were staying, and called for changes in regulations and more effective supervision of the facilities. The recordings published by the artist reached millions of audiences, caused a wide discussion in the media and increased interest in a problem that for years remained on the sidelines of public debate. Representatives of NGOs, the Veterinary Inspectorate and politicians were involved in the case. Speakers included MP Łukasz Litewka, who has been involved in animal protection for years, as well as the Minister of Agriculture. President Karol Nawrocki also took an interest in the topic, who invited Doda to a meeting devoted to the problem. Joanna Krupa, who has been actively supporting proanimal organizations for many years, also joined the activities. At the same time, Doda's activity became the subject of discussion regarding the motivation of celebrities to engage in social affairs. The singer has been controversial for years, and her career has been punctuated many times by lawsuits and image crises. In the past, she has been subject to final judgments concerning threats and extortion, among others. For this reason, some commentators pointed out that intensive social activity can simultaneously contribute to the reconstruction of its public image.

It is in these situations that the question of charity washing, because the doubts concern rather whether social activity does not at the same time become a tool for restoring the reputation of public persons. Doda's case also shows something else; in modern media, it is celebrities who increasingly decide which issues become the subject of nationwide debate. A single recording published by a person watched by millions of users can provoke a greater reaction from politicians than many years of action by social organizations. On the one hand, it makes it possible to publicize important issues, on the other — it makes the public discussion increasingly dependent on the popularity and image of people who become the faces of certain issues.

XTB platform under financial magnifying glass “buys advertising” in Latwoganga's action

The last and at the same time one of the most eloquent examples of charity washing seems to be the contribution of the investment platform XTB to the Latwogang fundraiser. Although the amount transferred is impressive — PLN 6.3 million — it actually turns out to be small when combined with the financial scale of the company's activities. All the more so since just a few months earlier, the Financial Supervision Commission imposed a fine of PLN 20 million on XTB, accusing the company, among others, of irregularities in the process of verifying clients' knowledge and improper determination of target groups for risky financial instruments. So why should this payment arouse not only delight, but also vigilance? Because in comparison with the company's revenues and the amount of the previously paid penalty of more than PLN 6 million, it begins to look more like an extremely cheap marketing campaign than an expensive act of charity. After all, for a relatively small part of its revenues, the company gained something much more valuable — the opportunity to appear at one of the most positively received social actions of recent years, thousands of flattering comments and the media image of a socially responsible company. And the problem begins when help becomes the cheapest way to “buy out” good PR.

summary

Charity washing is not about helping being bad. It lies in the fact that it is increasingly difficult to distinguish who really helps those in need and who, above all, helps... their own image. In a world where charity has become one of the most effective marketing tools, it is worth looking not only at the amount of donations and touching photos, but also at what is behind them and who ultimately benefits the most from this help.

Sources:

1. https://www.rp.pl/polityka/art42598761-prezes-uokik-na-balu-u-zony-rafala-brzoski-twierdzi-ze-byl-tam-tylko-sluzbowo
2. https://www.facebook.com/reel/1515764033434692
3. https://www.unaweza.org/o-fundacji/
4. https://www.youtube.com/watch?v=Cj7hU8IA7c8
5. https://oko.press/schroniska-widze-to-tak