Years ago I worked on the RSPCA’s account in our agency. Historically, they had used dreadful images of abused and neglected animals to prompt donations and it had worked.
But it began to lose its impact. As a society, our exposure to shocking visuals has increased in all media. Outrageous pictures are used to tempt us to see a new movie, open a magazine or attend an art exhibition.
There are hundreds of charities that still use images that are meant to appal us and create a desire to fix it with our donation. However, it is just as easy to look away, disengage and quickly forget.
Research shows we are more likely to remember information when we have been asked a question, it makes us engage our own logic and that makes us more likely to ponder both the question and our response beyond the moment of connection.
All three of these charity posters have designed their images to provoke thought. Their goal isn’t to shock us into action but to engage with what we value, and encourage us to think about them after we’ve turned the page or rounded the corner.
Do they work for you?
Drop a note in the comment box below and let us know if any of these charity ads are strong enough to move you to action.