As a Creative Communications student, I am very interested in alternatives to the usual "look at these poor children! give us money!"ad campaigns that are trying to raise money for Africa.
Action Against Hunger has a new campaign that specifically goes against the trend:
|Action Against Hunger's new campaign|
The copy reads: "Imagine living on only a tiny fraction of what you eat each day. Every year, 3.5 million children try--and don't survive. You can help prevent this. Visit ActionAgainstHunger.org to learn how, or text NOHUNGER to 20222 to instantly give $10.
According to a New York Times article, Bruce Henderson, the chief creative officer at the ad agency behind the ad, has this to say:
“Most of us in the U.S. expect a daily abundance of food. The image of the small pizza where you expected a large one leaves you with a feeling of discomfort or hunger."
He goes on to say that the group wanted to create some cognitive dissonance, and catch the attention of people who might be suffering from some compassion fatigue.
Does it work? Do you think that this ad is as effective (or more) as an ad that targets our emotions?