25th April 2014
What's in a name?
When they were setting up Amazon, there was a competition to decide the name. They wanted something that would convey the ideas of selling; quality; value; and quick delivery. My suggestion was 'We-sell-quality-stuff-cheaply-&-get-it-to-you-quick', but, in an uncharacteristic moment of corporate short-sightedness, they decided not to go with it. They chose 'Amazon' instead. They reckoned that the implied ideas of massive and endless flow of life-giving fresh water, carrying with it the capacity to decimate travelling times and difficulties, might give the customers the right feel.
Furthermore, of course the Amazons were the only race ever known in which the women had the power. If an Amazon wanted a new warrior outfit, and wanted it quickly, she would simply summon her fastest slave, and dispatch him off to Byzantium with a few drachma captured from a Trojan on her last trip to the coast. With a hurried, 'I hear and obey!', off he would trot, not resting until his mistress was slaughtering the Phrygians dressed in this summer's colours. The name 'Amazon', then, for an on-line selling company, not only gives off an aroma of all the glories of the largest river in the world - fresh, all-compassing, problem-solving - but also has a hint of unfettered freedom for women. Had the largest river in the world been called 'Attila', doubtless my suggested name for the emporium would have had more chance.
The bottom line is that names matter. Gorbachev needed 'Glasnost' to tackle the more sinister aspects of the USSR. Lincoln needed 'Emancipation' to free the slaves. Ferguson needed 'Manchester Untied' to persuade plutocrats to part with eight-figure sums. Had Hamilton Academicals had a similar run of success to United, they perhaps would have run into merchandising difficulties. To drive the point home, would the US Defence output be quite as awe-provoking if it came from the Dodecahedron? Would 'Agnostic Oats' work as well as 'Quaker'?
And so it was that the name 'EMBRACE' evolved to convey a bold attempt to reduce the wastage of life in rural Tanzania. It stands for 'Empowering Women & Children to Receive Adequate Care and Equality', and it endeavours to do what it says on the tin. The idea of caring and collaboration that the word conveys, adds exactly the right flavour.
However, of course it only does so in English. In Morogoro region, English is the third language, and Swahili is the common tongue. The nearest word to 'embrace' in Swahili is 'embamba', which means 'thin'. Not ideal.
On 9th April, the whole management team of Berega Hospital met, with one purpose: to come up with a Swahili name for EMBRACE. The fact that they did so, by the way, is a tribute to their growing excitement that this might truly be the start of something important for the families of the area, for women, and for childbirth. That excitement is due in no small part to the widespread support in this country for the idea of EMBRACE, not least from you, the readers of this blog. The meeting was a success, and EMBRACE is now 'EMBRACE - Tushikamane: 'We are in solidarity'. I append Sion's email below.
So what's in a name? The answer is that a name helps people to share the same view, to build up impetus, and, where there is something to be done, to take a fresh look.
Tushikamane! I hope you are too!
(By the way, the is the first of a much shorter blog, with the idea that short-and-often is more appealing to sentient beings than once-when-you-feel-like-it. I hope you approve - but let me know either way: email.lozza@gmail.com)
Sion's email of April 9th 2014:
After much animated discussion in the management meeting today we have decided on a project name and subtitle byline for EMBRACE:
Tushikamane
Kupunguza vifo vya wajawazito na watoto
Tushikamane = 'We are in solidarity' (this is the overall name- like 'embrace')
Kupunguza vifo vya wajawazito na watoto = reducing deaths in pregnancy and childhood.
We liked that it expressed the sentiment that we want to work in solidarity with the mothers, the village leaders, the fathers and the TBAs in improving the safety of delivery and early years care. Even the HIV programme 'tunajali' (we care) is a bit paternalistic, so the tone we are setting is one of cooperation. It was agreed by all Swahili speakers that the term would sit well in the minds of the people we wish to work with, and would send out a strong diplomatic message.
Dr Abdallah came up with the title, chosen after contributions from all management members, and we all worked on the subtitle.
Hope you like it!
Sion
One day, this village clearing might be the meeting place for Tushikamane...
