I love this Oxfam ad. It demonstrates a move away from the endless images of children with flies on their faces and makes me feel more like people could really make a difference. More of an empower-the-people than a make-them–feel-guilty kind of approach.



I don’t think it will necessarily spread far and wide, but it is evidence of the move away from the shock tactics that were causing viewer fatigue (Susan Sontag anyone?).

I will pass it on to friends who I think would be interested, which perhaps shows that this ad is actually very successful. Oxfam doesn’t need brand awareness; it needs people to get involved and donate money. Not everyone will do that – but people predisposed to their message might just need to see those endless negative headlines in a new light.

What this ad highlights then, is that virals can't neglect targeting. Reaching everyone is not nearly as important as reaching the right people.