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Let’s save Africa! - Gone wrong

Let's Save Africa - Gone Wrong

This parody, awarded the Rusty Radiator Award by Radi-Aid: Africa for Norway, gives some humor and consideration to how development agencies push stereotypes of regions and conditions solely through their communications outreach. Unfortunately, this type of outreach is how the majority of a target audience comes to view the person, country, condition that is depicted. What is your stereotype and how would you seek to depict it differently?

Radi-Aid emphasizes the following steps we can take to not botch our communication efforts for important matters of our time:

1. Fundraising should not be based on exploiting stereotypes.

2. We want better information about what is going on in the world, in schools, in TV and media.

3. Media: Show respect.

4. Aid must be based on real needs, not “good” intentions.

"Stereotypical imagery is hurting both the cause and the people being portrayed. It's taking away people's dignity and agency, while creating apathy instead of action amongst people in the rest of the world...Hunger and poverty is ugly, and it calls for action. However, we need to create engagement built on knowledge, not stereotypes."

IITS recently came across this very controversial video of a "Let's Save Africa" campaign gone wrong. This spoof of a charity appeal made by Rusty Radiator, challenges the perception of the production of fundraising campaigns, and the need to create engagement through knowledge, not stereotypes. Although this video at first seems hilarious to watch, there is a deeper truth of how many people perceive and recognise stereotypes that is frequently used in campaigns.

The appeal for many charities all over the world has always been a big deal. But should all fundraising advertisements portray an extreme face of struggle through dramatisation?

Check this video out and let IITS know what you think. Is this true? Would it change your perception of any other charitable campaigns like this?

IITS visited the Rusty Radiator website and in their own words, said "We're messing with you". But is the physical element of their campaign, damaging the value of what they are trying to bring awareness to. Comments on the video include "LOVE this video. media just wants to make society see white people as saviors." "White people, stop going to Africa to be nice. Black people hate you." "My first thought was OMG really I was tricked." These comments are just a few thoughts of what people initially thought of the video. And if 99% of those that have watched the it, do not reflect back to the website, they wont be aware of the actual meaning.

More on this story at www.rustyradiator.com