BEAMS PROJECT BEAMS : Breaking down European Attitudes towards - - PowerPoint PPT Presentation

BEAMS PROJECT

BEAMS : Breaking down European Attitudes towards Migrant/Minority Stereotypes

Social Advertising : A Deprivation of Identity ?

Anne Rocheteau – Cap Solidarités (FR), member of Tandem Plus

Project Code : JUST/2011/FRAC/AG/2844

Social Advertising : A Deprivation of Identity ?

• Humanitarian NGOs’ campaigns in France
• From 1990’s («misérabilisme») until today

2

• 2008. SOS Sahel
• Alone
• Child = generation

for hope, innocent

• Looking at the

horizon, waiting for help

• passive, forgotten
• In the desert

3

• 1998. Action contre la Faim
• Extreme suffering,

how can they be alive?

• Naked, poor
• Solidarity between

them, in misery

4

• 1990s. Médecins Sans Frontières
• Suffering child, alive
• r dead?
• White savior,

strugling to save him

5

• 2012. Médecins Sans Frontières
• Numerous, crowd
• Softness
• Smiling, patient
• Clean

6

• 2005. Médecins du Monde
• Passive, shadow
• Waiting for help,

begging?

• Our unconscious, but

we do not look directly

7

• 2010. Comité Catholique contre la Faim et pour le Développement
• Neutral, alone,

barefoot

• Plays with our

expectation => Turns over stereotypes

8

• 2010. Comité Catholique contre la Faim et pour le Développement
• Neutral, alone,

barefoot, topless

• Plays with our

expectation => Turns over stereotypes

9

10

“They need our help”. “We give them, they will never give us”. “They come to take from us”

www.beams-project.eu