By Angela Duffett
A rather curious promoted tweet from the Bank of Montreal appeared recently on my Twitter feed: “Join Canadians for a #DayofSocialSilence to honour those in service.” Not really grasping the connection between BMO, Remembrance Day, and staying off of social media for the day, I clicked the tweet to see what kind of response it was attracting. I continued to check in on #dayofsocialsilence occasionally in the days leading up to Remembrance Day and the hashtag didn’t really take off, nor did the original promoted tweets garner much of a response. On facebook, there was a bit more activity around the promotion, some of which was pretty hostile. Being asked by a bank to stay away from social media for twenty-four hours is not going over too well with many people.
The relationship between social media and Remembrance Day is an interesting one. Many people use social media to share stories of remembrance: photos of family members who served in various conflicts, photos from visits to memorials and battlefield sites, and opinions on war and its legacies. Given the utility of social media in sharing stories about war, it seems particularly odd that BMO would encourage us to stay away from it for an entire day in the service of remembrance. By trying to invent a new tradition that circumvents the way many people have already chosen to mark Remembrance Day, BMO’s #dayofsocialsilence comes off as particularly bizarre.
Despite the unpopularity of this particular example, BMO’s campaign reminded me that there is a long history of brands using Remembrance Day to capitalize on public sentiment surrounding war and memory. Continue reading