As I sat in my apartment about to eat dinner, a commercial on television caught my attention. Such a commercial was impossible to steer away from as it included graphic images that would cause any viewer to stop what they are doing and pay attention. The images displayed across the screen were of starving children from impoverished countries fighting for their lives from lack of proper nutrition and care. The commercial I am referring to is a fundraising add produced by UNICEF. After watching the production I instantly went on line to further research this organization’s work. As displayed on their website, UNICEF’s mission is as follows: UNICEF is the world’s leading organization focusing on children and child rights, with a presence in more than 190 countries and territories. We work with local communities, partners and governments to ensure every child’s rights to survive and thrive are upheld. The commercial structured around the filming of real children who are starving and living desperately in desolate conditions in various countries fighting for their lives. The fundraising add did not focus on any one specific child or story but rather gave a brief description of the work their organization does and how we, as viewers, can help this important cause. The commercial ended by saying that for only three pounds a month, the viewer can make a difference in the lives of these helpless children. The target audience had a large target span due to the small amount of money required for help but most donators would end up being viewers 25 and up. Overall the commercial itself was straight to the point and dramatic. The purpose of the add was to receive donations and the manner in which they produced the add (displaying graphic images) was the most drastic way to grab the viewer’s attention and provide action in doing so. I went on to research more of their fundraising work and came across this one in particular:
By implementing the use of notable figures including athletes and celebrities, the commercial can span all audiences and create large buzz around the organization. If this organization has such strong support from individuals, us as a viewing audience know and trust, we are more likely to become involved and pay attention to the cause. Mothers see the faces of children discussing the matter and can relate to the protection of their own children at home. Young teens see the face of their basketball hero and girls see the faces of their favorite actors discussing a cause that is especially important to them. This creates a large and subsequently diverse target audience. The overall structure of this specific add is one example of a powerful commercial that contributes to the growth of an organization. All organizations of course, however, do not have the means to produce such a strong commercial. It is important to note that not all organizations have the means to produce such an add. Not all projects have open support by celebrities and funding to produce such a high production video aired worldwide. This is just one form of a fundraising organization that perhaps growing organization can one day strive to be like. Below here is their website:
They have a strong overall organization to their website which further contributes to the strength of this project. It is easy to navigate, has a direct way in which to instantly become involved, has a clear explanation of their work and goals as well as a section dedicated to updating supporters on the work they are doing in each country. As a whole this organization has made amazing leaps forward in providing help to countless lives of less fortunate children.
