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Article: 'Blood and guts' loses its appeal. (News Analysis).(charity fundraising)
- Article from:
- Precision Marketing
- Article date:
- June 13, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Hard-hitting appeals have been the staple of charity fundraising for years, but the strategy is changing Emily Cubitt asks a group of creative directors where aid organisations should draw the line.
Shocking imagery has been one of the staples of charity marketing for years. After all, there is nothing quite like a starving child or an emaciated dog to stir the emotions--and attract the column inches. But the days of the short, sharp, shock tactics could be coming to an end as charities and their agencies shift towards more positive imagery to boost donations.
The RSPCA, for instance, is testing a new DRTV campaign which celebrates the life of animals ...