Perhaps the most obvious reason that hunger is still a focus of these ads is that it comes from Oxfam, an international charitable organization focused on ending global poverty. For Oxfam, the complete elimination of Africa's reputation as a desolate continent would ruin the organization's central message and basic operations, likely causing a decrease in support from people who are convinced by the reimagining Africa ad campaign. In addition, the organization is particularly criticized for this campaign, as they are one of the groups that helped create the image of Africa they now condemn through repetitive images of starving children with bloated bellies.
In spite of the criticism, it should equally be argued that the ads actually present both sides of the continent, showing beauty and hunger at the same time. Oxfam representatives have stated that the campaign is a result of donor fatigue over the heart-wrenching pictures of Africa, and this new campaign should help boost their income again. This doesn't sound like the most altruistic reasoning behind the change in advertising, but even done for the wrong reasons, a change in the perspective on Africa is long overdue.
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