![]() “Shocking visual imagery might get people’s attention, but it’s important to tell the rest of the story. She said: “Focusing exclusively on physical violence to make an impact in adverts and appeals masks the complexity of domestic abuse, which includes social and financial control, psychological and sexual violence. Sarah Jackson, charity communications consultant at Kestrel Copy, argues that while it’s very clever it could have been more nuanced. Not a ‘jump on the bandwagon’ newsjacking tweet. What’s different about this example from The Salvation Army South Africa is that it’s a campaign that’s deliberately been created from a social meme – a proper campaign that needed models, a photographer, a copywriter and time. With social media, it was inevitable that these shock tactics would move from a newspaper page to our screens. In fact, a few have even come under fire from the Advertising Standards Authority and many believe that charities’ images depicting starving children in Africa with flies on their face is in not only a misrepresentation but is also damaging the view of the continent, which is flourishing economically. ![]() Why is it so hard to see black&blue? #TheDress #StopAbuseAgainstWomen #TheDressIsBlueAndBlack #TheDressIsWhiteAndGold /CJGvXne3Hw- TheSalvationArmySA MaSo, are social memes the shock tactic future of charity campaigns?Ĭharities have long been criticised for using shock tactics in their advertising to elicit donations or gain support for a policy campaign. ![]()
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