El tribu los Mascogos de Nacimiento de los Negros, México | The Mascogo tribe of Birth of the Blacks, Mexico
Coca-Cola Mexico has not only been motivated to pull an ad promotiong colonialism and their unhealthy soft drinks, but indigenous rights and health activists in one of the most obese nations in the world also want the Mexican government to sanction the company for promoting the racist concept that indigenous culture is something shameful and outmoded that needs to be replaced. The ad’s activity takes place in the Totontepec Villa of Morelos, a Mixe community in Oaxaca, México. Nation of Change writes:
…Pablo and other activists said the ad “reproduced and reinforced stereotypes of indigenous people as culturally and racially subordinate,” according to a report in The Guardian, which reported that they have asked the government to sanction the soft drink giant.
The Alliance for Food Health has filed an official complaint with the National Council to Prevent Discrimination. Mexico is one of the most obese nations on the planet and a top consumer of soda—although the nation’s soda tax has seen some progress in reducing sales…
“Fifty years ago, cases of diabetes type 2 in our indigenous communities were rare,” says one person, speaking in the Mixe language. “Now they begin to be an epidemic. In order to remain united, we must preserve our dignity, our health, and our culture. In Oaxaca, we drink tejare, tea and clean water.”