Chrisian Children's Fund commercial just finished, you know the type - a third world child in need of a sponser with a heart. This type of commercial has been playing for over 20 years to inspire people to open their wallet and change a child's life.
This approach is old and done. Imagine this commercial if it started with a clip from a commercial from 20 years ago of a little girl who needs a sponser and then cut to the family who choose to sponser her. After they expressed how sponsership effected them it cut to the child 20 years later, now a women who is making a difference in her community.
What about a commercial that shows the life of two women, only its the same women, the one who never received a sponser and the one that did. What if the women who received sponsership is now a doctor or an engineer? What if she is making a difference to those who are still in poverty.
Would you be more inclined to consider sponsership if you knew the difference they claim you will make actually happens?
Wednesday, April 9, 2008
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