In terms of Australian charity advertising, it seems that we play it pretty safe. Our ads follow a stock-standard format of saddening scenes encouraging us to open our minds, hearts and wallets.
And that's all well and good, until an international ad like the latest one by human rights organisation, Amnesty International, comes along and reminds us just how incredibly tame our advertising can be.
Created by TBWA Paris, the spot delves into the deeply harrowing horrors of world cruelty to remind consumers of the truths that government money hides. Viewers are confronted by distressing scenes of death, beheadings, and recreations of the Abu Ghraib tortures.
Accompanied by a chilling soundtrack, the images fade away to leave the words: "Money can hide terrible things. We refuse money from governments and multinational corporations. Our action is supported by your donations only".
So, why do we play it so safe? And is Australia even ready for ads like this?
Let us know what you think in the comments below.
WARNING: Viewer discretion is advised.
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