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Amid the energy crisis affecting Cuba, the Electric Company of Havana (EELH) issued a message filled with personal elements and propaganda tones, blending episodes from the personal lives of its professionals with the technical operations of the organization.
In a post on their social media, focusing on Ricardo Veranes Carrión, director of UEB Inversiones de la EELH, the company sought to highlight values such as loyalty and dedication in a context marked by power outages and shortages.
The unique "human story" recounted a personal anecdote told by Veranes Carrión himself, who shared how his wife unexpectedly showed up during a breakdown at three in the morning, carrying their child in her arms, worried that her husband might be unfaithful.
"Experiencing the unsettling moment of seeing his wife arrive at 3 AM with a baby in her arms, just to confirm her fidelity, is one of the most challenging moments for Ricardo Veranes Carrión," began the unique promotional message.
The episode, which could be seen as an attempt to humanize the executive's figure, was presented with a striking touch of humor and "humanity," bringing to the forefront the intimacy of Veranes Carrión's partner and highlighting somewhat scandalous details of their romantic relationship.
Beyond the personal aspect, the message emphasized Veranes Carrión's professional journey and aimed to "humanize" the workers of the EELH, highlighting their commitment and dedication during a relentless energy crisis that bears down on lineworkers, technicians, and other employees in the Cuban electricity sector.
"Her eyes, which speak of years and dreams, widen the pupils to the same level as the throat to affirm that there is nothing to point out: the end is to continue giving everything for the organization of the electricity workers of Cuba," stated the publication, praising the uncritical obedience of the workers to the directives of their leaders.
Responsible for an unprecedented energy crisis that causes constant and widespread blackouts affecting the daily lives of millions, the leaders of Unión Eléctrica de Cuba (UNE) and the Ministry of Energy and Mines (MINEM) do not want to be "pointed out." Instead, they insist that workers "redouble their efforts," even at the expense of their personal lives and the balance between family and work.
The communication strategy of the EELH, aimed at reinforcing the image of commitment and resilience in the face of adversity through a "human story," seeks to alleviate public discontent, foster empathy, and project a narrative of sacrifice and dedication.
However, many Cubans face the daily impacts of a crisis-stricken electrical system, where these rigid "heroic tales" clash with a reality of hardship and constant power outages.
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