A few years ago, Save the Children started a great ad campaign featuring an animated commercial which urged people to take action throughout the world to defeat child poverty. The ad was featured both on TV and in the movies, and it took almost four months to make and had ten animators working on it, which produced over 1,000 separate frames. The main character is an evil personification of poverty, and it features a chilling voice-over.
Marc Middleton Heath, campaign director for Catalyst, the advertising agency that made the commercial, says: "We wanted to create an advert for Save the Children that broke the traditional charity mold and used animation to tackle a serious issue."
Even though poverty is portrayed as being very dark, the goal was to draw in viewers to induce peripheral route processing, rather than scaring them away.
You can read more about this campaign here and view the ad: http://www.guardian.co.uk/society/2002/may/01/guardiansocietysupplement8
Posted by: Eric Sternberg
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