Context matters

chi-surinamegold_001As with advertising everywhere, it helps if you know the local cultural context. Gold mining is a big and controversial activity in Suriname, where this bus shelter ad was seen. While it is a lucrative business, especially for the foreign companies that run the mines, it is also destroying the rainforests. But it remains an important part of the economy, and a source of local pride, hence the positive rub-off on Borgoe Rum, Suriname’s liquid gold.