On January 12 2010, an earthquake hit Haiti. This earthquake was 7.0 on the Ricther scale which lead to catastrophic damage and 150,000 deaths. Port-au-Prince, the capital of Haiti, suffered the most damage and lost the most people. Haiti is one of the poorest counties in the Western hemisphere and this disaster left the people of Haiti homeless and helpless. In response to this horrendous disaster and to help the people of Haiti, Crisis Relief Singapore led six teams of medical personnel and workers, operating all day, to help the Haitians. Crisis Relief Singapore also designed a powerful ad to inform and persuade the audience to take action and help. “Liking isn’t helping” is the headline of a heart-wrenching ad by Publicis Singapore. The
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The ad uses contrast and comparison to convey a multi-layered message. In many ways the picture shows such a little piece of the tragedy but conveys so much more. The viewer looks at one victim, one very small child who has lost his leg, who represents all the many individuals who are victims of major natural disasters and feels his pain and sorrow. The contrast of one victim and the many hands making the thumbs up gesture references the fact that for every natural disaster and individual victim there are many people who are not directly affected, those who stand to the side and just look are just watching as tragedy and suffering happens to others. By choosing to use a black and white photo, the author is able to make very dramatic use of light and shadow to evoke a strong emotional response from the viewer and reinforce the statement by the juxtaposition of images. The text itself, both in content and visually, are also quite simple. In contrast to the slick typography and graphics of Facebook and the wealthy world the viewer lives in, the text appears to have been typed on a manual typewriter, an outdated technology only now used in poor countries. This reinforces another level of contrast between the boy and the hands – the developed world where hospitals are well lit and well-resourced and the poorer regions of the world where healthcare and resources are
The ad uses contrast and comparison to convey a multi-layered message. In many ways the picture shows such a little piece of the tragedy but conveys so much more. The viewer looks at one victim, one very small child who has lost his leg, who represents all the many individuals who are victims of major natural disasters and feels his pain and sorrow. The contrast of one victim and the many hands making the thumbs up gesture references the fact that for every natural disaster and individual victim there are many people who are not directly affected, those who stand to the side and just look are just watching as tragedy and suffering happens to others. By choosing to use a black and white photo, the author is able to make very dramatic use of light and shadow to evoke a strong emotional response from the viewer and reinforce the statement by the juxtaposition of images. The text itself, both in content and visually, are also quite simple. In contrast to the slick typography and graphics of Facebook and the wealthy world the viewer lives in, the text appears to have been typed on a manual typewriter, an outdated technology only now used in poor countries. This reinforces another level of contrast between the boy and the hands – the developed world where hospitals are well lit and well-resourced and the poorer regions of the world where healthcare and resources are