I saw this new campaign from Oxfam in the UK today. It got me thinking. Who is it aimed at? Is changing Africa’s ‘image’ a motivating call to action? Should it be more about Africa’s people, their resilience, bravery, intelligence, creativity? Or waterfalls?
Have a look and see what you think.
Just had a look at this.
The second image has an unfortunate screengrab from a Youtube video with the caption:
“I’m not yet self-sufficient but you must continue to give me power as I come to it”.
No, I mustn’t do anything. As a consumer - and potential donor - this is about the worst line possible.
Perhaps it’s from a section of the video where the woman talks about the need for power as in electricity or fuel.
But I’m not interested in finding out by watching the video.
The line is far, far too off-putting.
The campaign failed to grab me in 30 seconds, so I left again.
Sorry, Oxfam. Must try harder.
Posted by Neil Hopkins | 3-01-2013 18:55
The ad’s been popping up n my iPad for days so I took a look. No clear call to action, no story to pull the heart strings. Very odd.
Posted by George Overton | 4-01-2013 21:55
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