This weekend while taking the tube back home, I took notice of a large social media change ad that was posted along the walls of the tube stop at Russell Square. The ad was for the organization ActionAid. The ad was huge, spanning the length of the large wall at Russell Square. The mere size of the ad grabs the attention of the average traveler along the tube. I found their placement in London’s tube to be a very smart location for the fundraising campaign. When the average commuter is traveling along the tube, they stand at the edge of the platform waiting for the next train to arrive. You have nothing to do while you wait so your attention goes straight to the ads posted along the walls. This specific ad was smack in front of the platform along the wall so it was impossible to miss. This organization targets fundraising and support for a broad range of important issues including hunger, education, economic justice, HIV and AIDS and women’s rights. Therefore, the target audience spans all tube travelers. Their work involves support from all men, women, teens, young adults and children in London who are able to support their foundation. Regardless of its great location, however, their ad itself was somewhat vague and not impacting.
It depicted a woman who looked joyous and happy with the words “what a feeling” next to her. I did not make the connection of what the organization really was until I went on to read a few sentences included in the advertisement. Upon further research of this specific ad, I came across other critiques made about the poster. One viewer stated, “I didn't realize that Action Aid's charitable purpose was as much about improving the emotional wellbeing of the middle-aged sufferers of existential crisis. It's a nice spin off I guess, but are they volunteering for the right reasons?” Overall, it was an inadequate attempt by the organization to create an effective media campaign. The only reason I am now so familiar with their work is because I went home and logged onto their website to understand exactly what the organization did. Their ad might have been vague but their website was quite the opposite. Their website is divided into five easy to access sections that explain the work they do and how one can easily become involved. The five sections include: about us (describing who they are), what we do (details of the exact work they are doing), what you can do (how to become involved), schools (the work and curriculum they are implementing into the school systems), and news and views (updating web visitors on the improvements they are constantly working on). Their mission statement is as follows: “ActionAid works with local people to fight hunger and disease, seek justice and education for women, hold companies and governments accountable and cope with emergencies in over 40 countries. We want a world without poverty, where nobody goes to bed hungry.” A unique aspect of this organization that I admire greatly is a project they created called “Celebrating Your Wedding with Us” under the ways to give section. Their wedding campaign asks any future brides and grooms to have their guests donate to their cause rather than ask for actual wedding gifts. It is a special project that privileged couples can participate in and make a great difference in the world. Supporters of the organization can see exactly where their money is going and can get involved through supporting a priority project, sponsoring a child and campaigning with ActionAid. Below is an example of one of the video media campaigns ActionAid has produced:
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