How to sell the compassion

Personally,when first seeing the video ‘Educate the Children (ETC)’s education work in Nepal’, which presents what they have done for the children in Nepal and calls for more help, I think it is a successful ‘advertising video’ for donation, but still with some minor drawbacks.

On one hand, after the advocacy of ‘Every child deserves go to school’, the video records the organisation’s achievements in children’s education in Nepal, like the improved school facilities, available teacher training and students’ extracurricular activities. The moving image, to some extent can reduce the aid providers’ compassion fatigue, because more and more people have started to question whether it makes sense to continue investing oversea developing region, which has been mentioned by Susan D. Moeller in her book. The visual evidence of the change in children’s education situation can persuade the public that what they have done is not in vain.

On the other hand, there is still an unreasonable distribution of the video content. The short film is almost equally divided into three parts-the state quo, achievement and appeal. Nearly 1min advocacy at the end make the video too direct and utilitarian, just like an advertisement. In addition the former two parts lack more detailed information to support.

From my point of view, it can be revised to add the length of the second part and more explicit information into the video, because these indirect means of persuading donation seem to be more appropriate for the public in contemporary society.


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