Cardboard Winter Collection

The New Ark Mission and Aashray Adhikar Abhyan are two organizations which help homeless people in India. With their advertising campaigns they are trying to collect more means to further continue and expand their charitable work.

The first organization, The New Ark Mission, launched a campaign in order to collect old clothes for the poverty stricken people living in the streets. They chose to get their message across by mocking classical fashion advertising campaigns. The prints feature little girls dressed in clothes made out of cardboard, newspapers or potato sacks, with the words “Winter Collection” written over them. These images hit the nail on the head, and with proper placement such as in fashion magazines or billboards near shopping centers, their persuasive ability is intensified by the contrast the environment offers them. Applying to a person’s emotions, especially the feeling of guilt they make the reader/viewer think twice before fantasizing about new fashion. As if the imagery itself wasn’t enough, the bottom of the ads features the following text in fine print: “To 33.4% of people in Karnataka, garbage is fashion. Please donate your old clothes.”  It is my opinion that by not asking money but clothes, the organization presents itself as genuine in helping people in need.

The other organization, Aashray Adhikar Abhyan, appeals to the viewer’s emotions in a completely different way. Their ads show homeless people, all curled up in the form of a question mark. The text on the images reads: “37% of Indians live in poverty which puts a question mark on their future”. By using realistic scenes, these ads have the power to trigger both shock and sympathy, thus making them effective. However, when contrasted with the campaign of The New Ark Mission, these ads do lack in creativity, seeing that the information they are serving to the viewers is nothing they haven’t seen many times before.

Seeing that poverty and homelessness are a great problem in India, one must consider who the target audience for these campaigns is. If shown in India, these campaigns may not have the same effect as if they were shown in Western countries. If they are shown in the West, one must applaud the creators of these ads for finding the appropriate means to show the contrast between different lifestyles and thus evoke the feeling of wanting to help. An especially good way of doing this is using notions from Western culture, such as fashion, in order to make the subject of the ads closer to their audience.

The two campaigns are prime examples of how different approaches can be used in advertising in order to convey the same message. With charitable goals such as helping homeless people, the main requirement is to appeal to emotions, and if this is achieved, the campaign will, undoubtedly, resonate with a wide audience, if nothing else, by raising awareness.