Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Monday, March 4, 2013

Lighten the load

Ending Child Labour

This advert directed by Tista Sen and Shammsunder Gooud in India, depicts an amazing idea to tackle child labour. Goldenberg’s described ‘Consequences Template’ (1999) is reflected in this advert. The consequence of donating to the Care Foundation is shown to make a difference in children’s lives, one at a time, by lifting the burden off of their head. As the box states, “Your contribution can end child labour”, the interactive imagery of this piece drives people to be a part of the change. 

The demonstrated consequence is based on a true fact, and it plays on emotion to get a response. With a problem as big as child labour, people may be inclined not to give, feeling their small donations make little difference. However, this advert emphasises that each individual contribution makes a difference by tugging on the rope, beginning to lift the weight off the child’s head. 

Goldenberg, J., Mazursky, D., & Salomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.

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