(The Humanitarian Social Network)
Found it odd that this is the only "group" on the topic of aid marketing...
Save the Children recently released this video promo-ing their new "solution" based programme for kids who struggle with math.
Interesting, if nothing else.
(If you're unfamiliar with Crowdrise: A project of Edward Norton's... a social fundraising site meant to help every day-ers fundraise for their cause. Ed's celebrity status brought more celebs on board and now the platform is being widely used as 3rd party peer-peer fundraising site).
Very very very quick thought after watching the video:
Doesn't this fit into the same simple narrative about poverty? Children learn math through other means than school. Of course there is plenty of room for improved education in the subject area of math, but saying that people living in a world with no math is simplistic at best and ignorant at worst.
As I understand it, the video says there are kinds who don't even know math. STC is going to change that through their programs. Give money so kinds can learn math. Other than being a bit clever, the traditional communications narrative seems to be employed.
Would love to hear from others. Especially some disagreement.
My thoughts only echo yours... I'm not even sure if I'd say this is "clever"... different, yes. Interesting, yes. But finding new way to wrap up the simple narrative with a celebrity purchased bow seems less than "clever."
it would be better if:
a) It wasn't a commercial for Save the Children. Il-numeracy (like illiteracy, but for math?) is an issue in a lot of places, not just in STC programme areas.
b) It wasn't exclusively focused on third-world il-numeracy. Plenty of people in Europe, N. America, and I'd guess even New Zealand :) need more/better math skillz.
To Tom's point, yes, it's part of the simple narrative. But so is the rest of all development marketing that I have ever seen.
a) agreed. It would've made a better SNL skit.
b) FYI. We call it "maths" down under. So what we lack in more/better maths skillz, we make up for in proper English. You can't have it all, aye?
*Simple narrative = all development marketing. Probably mostly true. I say mostly because I'm positive someone out there has pieced together an email with less-than-simple thoughts/figures. Unfortunately, that email was probably never read. Even better than NGOs avoiding the simple narrative in marketing.... the general public screaming, kicking, fighting for more/better.
I get the point of the ad but think its way oversimplifies the importance that say having a math skill provides.I get the idea that with no math certain things wouldn't be accomplished but how about some facts in terms of what the program will actually provide instead of give us money and we will teach the world math. I also think to assume that only those in the developing world is the only one suffering from a lack of math skills is a little arrogant.
Mmm... arrogance. I often include "ignorance" in my mental bank of words to describe the simple narrative. But arrogance, I haven't tried it out as much. Agree with you. Thanks for your thoughts, Lauren.