Evil is upside down until good helps
Fundraising Caritas Switzerland's new campaign turns the fate of the poor around.
Fundraising Caritas Switzerland's new campaign turns the fate of the poor around. The media consumer is fed wars, conflicts and disasters ad nauseam. What is the individual supposed to do about all this misery? Too much negative information creates a breeding ground for resignation. This was the premise of Caritas Switzerland's new fundraising campaign to encourage the public to take active action - despite all the feelings of powerlessness that are trying to arise in the face of misery. Caritas encourages media consumers to turn the negative into the positive, quite literally.
The aid organization has been using the services of the agency Grendene Ogilvy&Mather for three years now. Their new TV commercial begins with a scene of misery that is shown upside down. The accompanying message is: "Please turn around!". Irritated, the viewer follows a nine-year-old girl who collects plastic bottles at a garbage dump in Rio de Janeiro to earn a living.
Only then does the picture turn, and the resolution follows the new setting: by joining the local Caritas care and education program, the child is one of 1,000 to receive food, shelter, training and work. The first goal has been achieved. The orphaned child has been taken off the streets. Through care and manual work, Caritas helps to give the child a perspective for the future.
The 30-second spot can be seen on SF DRS from November. Reto Salimbeni filmed it at the beginning of October in the favelas of the Brazilian city. The camera was operated by documentary filmmaker Felix Karrer. Spinas Gemperle is responsible for direct marketing for the payment slips that are just as important for the commercial.
Documentary filmmaker Karrer turns the Caritas commercial on its head to arouse compassion through irritation.
Andreas Panzeri
The aid organization has been using the services of the agency Grendene Ogilvy&Mather for three years now. Their new TV commercial begins with a scene of misery that is shown upside down. The accompanying message is: "Please turn around!". Irritated, the viewer follows a nine-year-old girl who collects plastic bottles at a garbage dump in Rio de Janeiro to earn a living.
Only then does the picture turn, and the resolution follows the new setting: by joining the local Caritas care and education program, the child is one of 1,000 to receive food, shelter, training and work. The first goal has been achieved. The orphaned child has been taken off the streets. Through care and manual work, Caritas helps to give the child a perspective for the future.
The 30-second spot can be seen on SF DRS from November. Reto Salimbeni filmed it at the beginning of October in the favelas of the Brazilian city. The camera was operated by documentary filmmaker Felix Karrer. Spinas Gemperle is responsible for direct marketing for the payment slips that are just as important for the commercial.
Documentary filmmaker Karrer turns the Caritas commercial on its head to arouse compassion through irritation.
Andreas Panzeri
