Charity fatigue is particularly prevalent at this time of year: the streets of London are littered with the needy let alone the countless ads on digital channels inviting us to donate X amount, usually voiced by a Scottish actor over a picture of a suffering child.
How do you cut through this?
Enlisting adam&eveDDB helps and here, for the International Committee of the Red Cross (ICRC), they start by showing the panic engendered by losing a child for only a few moments to the wider issue of families being separated for years. But with a positive spin.
ICRC’s Matt Clancy says: “Aid is much more than providing food or shelter. After a humanitarian crisis people tell us that their top priority is to know their family is safe. For over 100 years, we’ve been reconnecting families with letters, phone calls and reunions.
“Sadly, as conflicts become longer we’re seeing an increase in people looking for their family each year. It’s been a great journey working with the team from adam&eveDDB to help us bring this issue to a new audience.”
MAA creative scale: 9.