Holly Stuart Hughes
Photo By Ted Sabarese
The problem is called "compassion fatigue." If you see a photo of a
suffering child, you may be moved to help. But if you see many
photos of many suffering children, do you grow numb, or imagine the
problem is so huge, an individual's effort is fruitless?
This year, the United States Fund for UNICEF launched its Zero
Campaign. Print ads and TV spots publicize the organization's
efforts to lower the number of children who die of preventable
causes -- like infections, malnutrition, measles, polio and other
diseases for which there are vaccines or treatment -- from 25,000 a
day to zero.
None of the print ads show photos of dying kids. Rather, they show
portraits of celebrities who work with UNICEF, and the tagline "I
Believe in Zero."
"The creative choice there was not to bombard people with images in
the ad campaign," says Afreen Akhter, communications specialist at
UNICEF USA. "It's serious, but it's supposed to inspire people by
showing them that by donating, they can make a change in the lives
of these kids." Minimal copy refers readers to UNICEF's
web site, where people can learn that just $39.45 pays for measles
vaccines for 150 children; $17. 79 buys three mosquito nets to
prevent malaria; a cold storage box to keep vaccines safe without
refrigeration costs only $11.76. "Breaking it down like that
really helps the thought process," Akhter says, and illustrates how
people can make a difference.
Creative director Mia Brandt oversaw the celebrity shoots.
Photographers William Anthony, who is based in LA, and Ted
Sabarese, who is based in New York, shot several celebrity
activists in June. This fall, Sabarese photographed singer Clay
Aitken at the UNICEF office and actress and activist Mia Farrow at
her home in Connecticut, bringing a white seamless backdrop to each
shoot to ensure the ads had a consistent look. Sabarese
says Akhter wanted the subjects to look "solemn and
confident, but not sad. It was about making this a positive thing."
Sabarese says the pro bono assignment wasn't lucrative, but it was
exciting. "Out of the 25,000 kids who die this way, none of them
should have to," he says. "It's a strong concept."
Fame And Misfortune
Jan 21, 2009
Holly Stuart Hughes
The problem is called "compassion fatigue." If you see a photo of a suffering child, you may be moved to help. But if you see many photos of many suffering children, do you grow numb, or imagine the problem is so huge, an individual's effort is fruitless?
This year, the United States Fund for UNICEF launched its Zero Campaign. Print ads and TV spots publicize the organization's efforts to lower the number of children who die of preventable causes -- like infections, malnutrition, measles, polio and other diseases for which there are vaccines or treatment -- from 25,000 a day to zero.
None of the print ads show photos of dying kids. Rather, they show portraits of celebrities who work with UNICEF, and the tagline "I Believe in Zero."
"The creative choice there was not to bombard people with images in the ad campaign," says Afreen Akhter, communications specialist at UNICEF USA. "It's serious, but it's supposed to inspire people by showing them that by donating, they can make a change in the lives of these kids." Minimal copy refers readers to UNICEF's web site, where people can learn that just $39.45 pays for measles vaccines for 150 children; $17. 79 buys three mosquito nets to prevent malaria; a cold storage box to keep vaccines safe without refrigeration costs only $11.76. "Breaking it down like that really helps the thought process," Akhter says, and illustrates how people can make a difference.
Creative director Mia Brandt oversaw the celebrity shoots. Photographers William Anthony, who is based in LA, and Ted Sabarese, who is based in New York, shot several celebrity activists in June. This fall, Sabarese photographed singer Clay Aitken at the UNICEF office and actress and activist Mia Farrow at her home in Connecticut, bringing a white seamless backdrop to each shoot to ensure the ads had a consistent look. Sabarese says Akhter wanted the subjects to look "solemn and confident, but not sad. It was about making this a positive thing."
Sabarese says the pro bono assignment wasn't lucrative, but it was exciting. "Out of the 25,000 kids who die this way, none of them should have to," he says. "It's a strong concept."
Fashion photographer Caesar Lima presents flavor and fun with good taste for Taste Fashion.
