Simply showing imagery of cruelty towards animals in the fur trade may create apathy rather than action. This comes from an article by the Guardian that discusses the oversimplified and stereotypical imagery charities use again and again to convey the same message.
Kristoffe Kinge, vice-president at SAIH, says that stereotyping of this nature in the media and in fundraising, creates an “us and them” feeling about beneficiaries and serves to divorce people from feeling connected to those who might need charity assistance. Being humorous, creative, or both, without over-simplifying the issues and also showing the structural reasons behind poverty, is the way forward, he says.
A more effective approach would be to make the campaign more relevant to people's lives. By doing so, the viewer can draw similarities between the message of the campaign and to their own lives. “The public now responds much better if they can follow a concrete and tangible impact in a charity advert,” she says. “The most effective charity adverts feature just one person. If the advert shows just one single person, it feels more real and therefore has more of an impact.”
Therefore the campaign shouldn't aim to make the fur trade a distant problem. Having a story to tell, incorporating emotion and hitting on aspects that are shared by the lives of everyday people can help make the message hit harder. Ultimately the aim is to get people to actively prevent future sales of fur.
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