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Nick Honey Badger Cummins
I wasn’t aware of Honey Badger Cummins until a couple of days ago. Cummins was a former professional rugby union player who managed to parley his career into work on television and a professional social media following. Nick Honey Badger Cummins had played 15 times for his country, including the international rugby sevens competition and for top flight clubs in Australia and Japan.
Following his retirement as a professional sportsman, he had appeared in a number of reality television show and gained a following as a travel influencer on social media. His travel influencer status, personality profile in Australia and former rugby sevens career were obvious points of interest for the Hong Kong Tourist Board.
The problem for Honey Badger Cummins is that he’s at the centre of Hong Kong’s campaign to remake its international image. This is after its COVID-19 isolation, 2019 protests with brutal policing actions, the national security law mass imprisonment, crushed media | civil society sectors and the large amount of Hong Kongers who have gone into exile. It isn’t perceived as a ‘straight tourism’ brief, but instead part of a white-washing exercise.
Restaurants and other venues portrayed in the videos have closed down and Cummins flouts what would be now current masking regulations and QRcode health app tracking. This is due to the footage having been shot at the beginning of 2020. Even that timing shows a lack of good judgement by Honey Badger Cummins. But Cummins isn’t the only party to blame.
Poor judgement by Always Human
The Australian creative agency Always Human; which created the videos being used, should be ashamed of themselves in terms of their ethical stance. The content was originally shot in January 2020, when the brutal police crackdown was still fresh in the minds of the general public around the world. Its not a good look for the other agency clients like Asics, GoPro, HP, Nike, Oakley, Under Armour and Volkswagen to be associated with the agency.
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