GIVING TO THOSE WHO DON'T GIVE UP

Communicating development issues to a broad media audience is tough. Often, there's an awkward trade off between what the fundraisers say will generate donations and what the educators want to raise awareness of the deeper issues. Christian Aid are to be congratulated in trying to get the two to work together. This video of their current TV campaign makes a simple but important point that disasters hit the poorest worst, and then highlights community-based and longer term solutions that people can see their money being invested in. The graphics are also nifty. Visibility, durability and credibility.