When a Symbol Has Double Meaning

Sometimes, a water bottle is not just a water bottle.

For many Americans, a refillable water bottle is something we use when we exercise — or to make sure we stay hydrated while we’re working outside or at our desks.

That was our thinking when we were creating a series of images for a forthcoming advertising campaign for our community foundation clients.

It’s a strong image — one we thought would instantly conjure up the idea of staying healthy.

But if you live in Jackson, Miss., or Flint, Mich., the image of a water bottle carries a completely different meaning.

And it wasn’t until we previewed the idea with a group of communicators from across the country last week that we learned that this image will not fly in some of the communities we represent.

After hearing this perspective, we’re creating a different treatment for this ad.

It’s a simple and important reminder of the value of making sure we gather diverse perspectives as we develop communications.

An innocuous image to some can be a painful reminder to others.