The 'Every Last Child' Ad Depicts the Life of an Aid Worker
Katherine Pendrill — April 27, 2016 — Social Good
References: savethechildren.org.uk & thedrum
'Save the Children' recently teamed up with the creative agency 'Adam&EveDDB' to produce a powerful PSA called 'Every Last Child.' The ad ultimately serves as a window into the lives of international aid workers, who spend their days trying to save some of the world's poorest children.
In the ad, the viewer is put into the shoes of a humanitarian aid worker in countries such as Kenya, Bangladesh and Mexico. The ad is very gritty and captures the harsh reality of the life of an aid worker. The idea is to not romanticize the idea of humanitarianism, but rather to use a first-person perspective to convey just how dangerous and difficult the job really is. As Adam&EveDDB's managing director Mat Goff explains, "This film is gritty and breathless because it’s real."
The Every Last Child ad ultimately uses a powerful storytelling technique to reach an audience that may not comprehend the difficulty of the work Save the Child does on the ground.
In the ad, the viewer is put into the shoes of a humanitarian aid worker in countries such as Kenya, Bangladesh and Mexico. The ad is very gritty and captures the harsh reality of the life of an aid worker. The idea is to not romanticize the idea of humanitarianism, but rather to use a first-person perspective to convey just how dangerous and difficult the job really is. As Adam&EveDDB's managing director Mat Goff explains, "This film is gritty and breathless because it’s real."
The Every Last Child ad ultimately uses a powerful storytelling technique to reach an audience that may not comprehend the difficulty of the work Save the Child does on the ground.
Trend Themes
1. Realistic Humanitarian Psas - Using realistic storytelling techniques to convey the difficulty and danger involved in humanitarian work.
2. First-person Perspective Marketing - Using first-person perspective to immerse the audience in a specific experience and promote empathy.
3. Gritty Advertising - Producing advertisements that are raw and realistic in order to capture the audience's attention.
Industry Implications
1. Non-profit Organizations - Non-Profit Organizations can use realistic and immersive advertisements to convey the importance of their work and attract new donors/advocates.
2. Marketing and Advertising - Marketing and Advertising agencies can use first-person perspective techniques and gritty storytelling to create impactful campaigns for their clients.
3. Media and Entertainment - Media and Entertainment companies can incorporate realistic and immersive storytelling techniques in their content to spark conversations and raise awareness about important issues.
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