Putting Things into Perspective

This ad which emphasizes both the heart in mind, puts things very much into perspective. What appears to be a woman from a third world county, is posing very similarly to how a fashion model might for a print ad. The fact that this woman is doing so seems out of place and bizarre, which helps to capture the viewers attention. It forces the viewer to ask the question, why does the pose seem so out of place in this ad? Then there is the other factor of the purse the woman is holding as well. It is quite evident that visually the purse represents luxury and wealth, whereas the woman represents poverty. To pair the two together almost seems ludicrous, which is in fact the point.

Your attention is then further drawn to the copy, "Handbag 32 euro, Food for a week 4 euro". Combined with the ad's visuals this copy is extremely powerful. It increases awareness that something as frivolous as a bag could pay for at least two months worth of this woman's food, needed to survive. It puts things into perspective of what actually is important in our lives, especially when comparing material things to the necessities of life.

This ad is definitely very successful in getting across their point, and the best part is that People in Need aren't asking people to pledge money on a regular basis. They are only asking that you text the mentioned number once and donate 1.50 euros. Given how moving the ad itself is, I believe it would definitely motivate a great deal of people to donate the amount asked. In the end it's all about perspective!

This ad was found on: http://www.google.com/imgres?hl=en&sa=X&biw=1280&bih=681&tbm=isch&prmd=imvns&tbnid=00qgGotC1_ku6M:&imgrefurl=http: