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 or 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
“They need our help”. “We give them, they will never give us”. “They come to take from us” 10 www.beams-project.eu
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