Recently I had to explain to some film-makers how a nonprofit campaign spot could look like. So I browsed through the archives and tried to sort them into three categories. You can find the list with examples below.
Revealing the bare issue, often in dramatic images or by surprise after misleading signals.
This is an animated spot, Something that people will always remember. Quite much information nicely visualized:
The following spot manages to visualize the factual link between actions and results, challenging the excuse that you cannot help from afar. Engagement as some kind of “Voodoo”:
A very similar message and produced by the same NGO – this time, however, animated:
Humans treated like cattle. A metaphor is elaborated in detail to describe a tough reality:
Caught in a fake? This is a great way of questioning excuses to donate by forcing us to rethink priorities of spending money:
Here, too, we are first misled – the harder we are then hit by the full truth:
These spots work through language (using double meaning as connector, or by the way of talking), through exaggerating ‘normality’ in order to reveal the inherent absurdity, and through slapstick elements.
Quite a ‘long’ spot, but not boring thanks to a great speaker, a tight cut, plenty of visual effects and a random trip through funny items, increasing the suspense what this is actually all about:
Good example of a very sticky story, a clear metaphor that directly relates to the issue, presented in a slapstick manner:
Evolving around the double meaning of the same word. You definitely need the right audience for that – and the homonym might also not manage to take all viewers across the abyss from the girls to the issue:
Revealing a hidden problem in a parody full of black humor:
I present two types: The first illustrating the issue at a (reenacted) case example, the second conveying the message through a witness.
Nicely using an unexpected twist, for some moments misleading the viewer. This spot does not need to employ exaggeration:
A witness adds authenticity and credibility:
Similar, but this time it is an aid worker talking:
There must be many more out there. Any spot I should have mentioned?