Onstuimig

The Girl Store

Posted by Reuben Turner | 3-02-2011 07:14 | Category: Consumerism, Discrimination, Education, Women's Issues



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This new site takes an unusual but increasingly common approach to good causes – commerce. The Girl Store allows you to buy the items girls in India need to be able to access education, and thus avoid an early marriage. The online shop was recently complemented by the opening of a pop-up shop in New York. It’s an interesting, controversial and simplistic approach which I am sure would not be popular among NGO’s here in the UK. I also wonder whether the commercial model really touches our natural altruism, or subverts it? What do you think?
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Advertiser:
Nanhi Kali
Agency:
Not known – please email if it's you.




Comments


Comments about The Girl Store

I think the cause shopping works because of our society’s generally over focus on shopping. However, I do think the cause ends up with a less educated donor.

Posted by Geoff Livingston | 3-02-2011 14:12

Comments about The Girl Store

In a way I agree with Geoff - with our highly consumptive society this might work. And in general the concept is well-thought of. As it does provoke…

However, I am not a big fan of how they have portrayed the models as well as the girls/young women, where it is all about. From what I understand, they have used models. But why those sad faces, full of despair? And when you look at the actual pictures of the girls themselves, ‘meet the future’, you’ll see images that doesn’t show any empowerment, strength at all.

‘Shockadvertsing’ is an often used model for marketing within non-profit. Showing hungry children with flies in their eyes,  people dying because they don’t have access to the cheapest medication, abused animals. It has become a standard concept to raise awareness - and therefore support. Pity and negativity as biggest motivator.

And this is just another example. At BrandOutLoud believe this should change. Because how far do we go? And isn’t there already an overkill?

It’s time to portraying people with respect, showing their dignity, willingness and eagerness to improve their own lives and most of all their strength and ability! See: http://www.brandoutloud.org/photography/24

Posted by Judith Madigan | 7-02-2011 06:35



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