Demi and Ashton become Thorn: The most awkward rebrand ever.
Hey Demi and Ashton: What's in a name?
Back in 2009 Demi Moore and Ashton Kutcher started Demi and Ashton, or DNA, a foundation designed to create awareness and help prevent child pornography and sex trafficking.
The thing is, after six years the wonder couple separated.
And my guess is one or both of them didn't like the fact the foundation name was still linking their names as if they were still a wonder couple, as opposed to the guy now dating Mila Kunis who took over Charlie Sheen's role in Two and a Half Men, and the woman from awesome 80's movies who took the breakup badly before kinda sorta, not quite starting to pull it together.
Sorry to get all Superficial on you, but I'm doing it for a good reason.
Celebrities lend their names to a good cause all the time. But when those names get known for the wrong kind of drama, it can have repercussions that effect the good cause in question.
The only thing to do, at least in this case apparently, is pretend the foundation's original name never existed by dumping the website and the Facebook Page, and PRESTO! We introduce to you the new name and website designed by Goodby: The aptly named Thorn.
Has the organization changed? It's hard to say, since there's scant info except a mission statement, a bunch of partners, and an about section featuring the board of directors, including Demi and Ashton.
In a joint statement they said:
“For the past three years we have focused our work broadly on combating child sex trafficking. It has become crystal clear in our efforts that technology plays an increasingly large role in this crime and in the sexual exploitation of children overall,” the two said. “We believe that the technology-driven aspect of these crimes demands its own attention and investment.
Okay so they're putting their money in technology, whatever that means. At least it isn't awkward.
Oh hey, did I mention they have a Twitter feed? It's got all of 30,905 followers. Keep in mind, Ashton's personal account has 13,058,164 followers. And Demi has 5,547,920. If I were Demi or Ashton, I might start applying that technology-driving they're talking about to drive their followers to follow the charity. So far all they've done is have one samey generic tweet mentioning how excited they are.
I'd be more excited though if Thorn were more specific and less generic in its mission statement.
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