Congratulations to Amnesty International, which celebrates its 50th anniversary this year. I wish them another 50.
Unfortunately, one of the ways they are celebrating their milestone is an impressive exercise in navel-gazing. It's a short animated film that reportedly commemorates the excellent work of Amnesty over the last half century.
Sadly, it does nothing of the sort. Check it out:
Or watch it here on YouTube.
I have to admit, this video is pretty. And the music is well-fitted to it. If I'd made it, I'd be proud, as the creators no doubt are.
But as a piece meant to persuade donors to take action and join the Amnesty cause, it's empty and pointless. Because, like so many Stupid Nonprofit Ads, it's abstract and symbolic, which fails to tell the real story of Amnesty International over the last 50 years:
- They freed people unjustly imprisoned or tortured for their beliefs.
- They helped pressure thuggish regimes into joining the civilized world.
- They helped raise the whole issue of human rights in nearly everyone's mind.
- They've empowered millions of ordinary donors to do something meaningful about human rights.
You wouldn't know that from the video. is about cartoon people, a brick wall with animated graffiti, a red flower that's sometimes blood or other red stuff. Some of the symbolism I get. Some of it still escapes me after repeated viewings. (The women's kerchiefs turning into birds and flying away -- what's that about?)
It adds up to the usual self-indulgence, possibly an attempt at getting one of those pointless but highly-valued ad industry awards.
Chances are, this was done pro bono for Amnesty. (I sure hope so!) Even so, why not use all that creativity and production power to accomplish something? To actually create something persuasive that would motivate donors to give and further the cause of human rights. I can't think of a better way for a great nonprofit to celebrate than to do its thing just a bit more than before. What a lost opportunity!
Thanks to Creative Advertisements for NGO for the tip.
More Stupid Nonprofit Ads.
