A couple of years ago I wrote about the Rusty Radiator awards, which name and shame the most exploitative, cliched charity ads – and honour those doing something different, respectful and inspiring. Out of curiosity, I looked them up again to check out this years winners and losers.
I won’t give the oxygen of publicity to the bad ones, but you can see for yourself on the website. The winner of the Golden Radiator was Save the Children, for their unorthodox fundraising video for Syria. “Any advocacy ad that can put you in the middle of the situation instead of casting people and situations you’d never imagine is a good one” says the jury. “You feel for the little girl as if she was someone you knew next door or your children went to school with. It emphasises the universality of suffering and empathy, and breaks racial stereotypes about who suffers.”
The other winners were a Norwegian charity which took a similar approach to Syria, and a short Oxfam film about growing rice in Liberia. You can watch them here.