Achille Lauro’s latest collaboration, face of the new McDonald’s advertising campaign for Crispy McBacon, is transformed into a real case. While the multinational rides the singer’s cinematographic style to promote exclusive sandwiches and merchandising, the UILTUCS – The union that represents workers and trade workers, tourism and services – takes a position with an open letter that leaves no room for ambiguity.
Lauro, known for his social commitment and for having supported battles over the years in favor of the most fragile categories, is now recalled to consistency. In the sight there is the decision to tie their face to McDonald’s just as the workers of the chain – largely young, women, precarious – have striked on May 7 throughout Italy and “Not for a whim. – writes Uiltucs Rome and Lazio – But to claim a sacrosanct right: that to a decentralized company bargaining that recognizes dignity, working conditions and variable wages linked to productivity.
The appeal to the artist
In the message addressed directly to the singer, Uiltucs recalls words spoken by himself in 2021, when he declared his commitment for human rights and for the most vulnerable people, from sick children to prisoners.
You are an icon for many young people – reads the letter – also for young chain workers who today promote you with your image. Testifying also means doing it with awareness.
At the moment, Achille Lauro has not made official statements. Meanwhile, the spot continues and its diffusion has great visibility. However, the unions promise not to stop.
The story opens up a new front in the relationship between celebrity marketing and social responsibility, and asks an increasingly pressing question: can it be known to support a contested brand without taking a position?
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The open letter of the union to Achille Lauro
This is the open letter that Uiltucs wrote to Achille Lauro:
Dear Achille, we write you not only as an artist, but also, and above all, as a public figure today associated with the image of McDonald’s Italy.
In these hours thousands of workers and workers of McDonald’s stores in all of Italy are strikeing. Not for a whim. Not to rebel against a system. But to claim a sacrosanct right: that to a decentralized corporate bargaining that recognizes dignity, working conditions and variable wages linked to productivity to those who, every day, keep the restaurants of the brand standing that today sees you protagonist. And that thanks to you, he will see his profits increase.
We believe it appropriate, indeed necessary to make you aware of our protest because you have always given voice to the voice of the voice, you have made freedom a symbol and a flag of the redemption. For us – we read – you are the Achilles who in 2021 declared: ‘For years I have invested money, time and commitment for the protection of human rights, for the rights of people abandoned in prisons, to help children in hospitals, for young people in the communities, for those who do not have a home, for those who have remained without work, for anyone who needs help and to be the architect and participate, in my little one, of a revolution for which the social and cultural condition of weak and discriminated classes can change definitively.
Those who work in fast food is a weak class: they are mainly young and women with part time times and a work flexibility with exclusive corporate use. We ask for a real confrontation with the company, which today escapes each national table with the most representative trade union representatives; a transparent and shared rewarding system; Rights that go beyond the minimum foreseen by the national contract, because those who work in fast food does not deserve slowness in the growth of rights to encourage speed in the growth of company profits only.
You are an icon for many young people, also for young chain workers who today promote you with your image. This is why we ask you to listen to us, to inform yourself, if you want and – if you consider it right – to give your support to this battle made by those who try to definitively change things. Being a testimonial means, sometimes, even witnessing with awareness. And we are sure that you, Achilles, will be able to do it.
