Fashion Campaign: People in Need
These ad campaigns were created by a Dutch charity called Cordaid. They highlight the contrast between the effects of luxury versus necessity. A purse versus water. It makes you really think. I should say it shocks you; it submits you to the truth. It emits a comparison. A point of reference. Some may look at these images and be outright offended: “This is manipulative”! So these people would have thoughts like:
1. How dare you confront me with these images? I’m in recession.
2. I can’t handle the truth.
3. I worked damn hard for that purse! “I deserve it”
4. You just don’t know where the money for that charity will go to? Will it even get to those people?
On the contrary, some look at this and shake their heads YES, finally. Here is why:
1. They feel that others should be exposed for this scandalous overspending: “preach it” mentality.
2. These ads show that the value you have for materialistic needs is enough to save a live!
3. You can not argue that sunglasses are more important than food! And if you do, you deserve to be starved for 1 whole month!
4. These ads actually depict real people. Real lives. These are not air-brushed models living in luxury.
How do you feel when you see these images?
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They've used traditional Somali clothing in all except the last picture (not sure where that traditional outfit comes from) although they did not use Somali actors/models and we do not traditionally shave our heads. This isn't surprising considering that Somalis are the most visible black and possibly minority in the Netherlands. Although they did not accurately depict any specific African culture (as I think is what they're aiming for), as an African, I'm not offended. If they were ads for, say, a beer commercial, I would be highly offended as they would then be exploiting the dire situation in Africa for shock value just for profit. But since it's for charity and they are not depicting Africans in a mocking manner, and it actually provokes thought, I think it's actually good.
Hey Gabar:
In being offensive, I think it is not. I agree with you. However, people who don't want to be faced with their materialistic guilty may be offended and think that these ads are trying to manipulate them. People nowadays tend to think that they are entitled to overspending and often forget to help others.
To me, these ads are for sure bringing something that is worth thinking about. Like you said, they are not placing these people in out of context areas and putting them in beer commercials. I think that would be a revolt!