THE NEED FOR CHANGE
In international development, new audiences do not engage so well with the traditional approach to DRTV, using multiple abstracted ‘victims’ and a ‘white saviour’ narrative. The challenge is to change the model while keeping the performance.
THE NEW RULES
Remove the artifice and ask the viewer to see children from a new perspective, through the eyes of Save the Children workers.
Rather than using visual/audio techniques to heighten emotion, we use a reportage style that gives more context to the child’s story, includes authentic comment from Save the Children workers and makes the ad feel more candid, current and urgent.
This approach has already produced ads that have ‘beaten the banker’ in Save the Children’s ongoing DRTV portfolio and continues to evolve, bringing new strong-performing ads to the roster.