Cordaid has come up with a very hard hitting “People in Need” campaign and has put the hard truth of stark disparity existing on our planet right in front of our eyes. This ad campaign is a play on emotions, guilt conscience and will surely generate lots of aid essential to reach out to the most deprived and poor people living in poor nations around the globe.

We all know that what we splurge on can buy something very essential for the needy ones. This emotional appeal for little donation which is much less than what one usually spends on luxury is no doubt an effective tool but is it necessary to make big spenders very guilty with all these images?

These pictures of African people posing with expensive stuff seem very poignant, compelling but was it necessary to use actual ‘poor people in need’ to make an appeal? Do they need to ‘beg’ for donation from the rich? Maybe candid shots would have worked better. We cannot deny that affluent of the society also contribute to world’s economy in a big way. We live in a consumer centric capitalist era which runs on market economy after all.

Big spenders alone are not responsible for sorry state of the world. This disparity won’t be removed even if rich were to donate all their money to charity. We live a far messed up complicated world and this ad gives the most simplistic solution.

It is true that world needs organizations like Cordaid to build bridges between haves and have-nots. Hope the play on conscience works for the good cause. But more than aid poor of the world need to be empowered to improve their own conditions.

Via Advertt