Unicef flushes good money on bad poo
Just saw this campaign from Unicef done by JWT. It is called Poo2Loo. Apparently its been running for more than a year now with major focus on digital media. Who is it aimed at? It is in English. the styling in international. The setting is urban. probably Mumbai. The nearly 3 minute long video does not tell you anything new - why is it still a problem? why do people defecate in open? How can one help? All it does in those three entertaining minutes is elicit a nod from the upper class Indian who feels disgusted living in Indian cities. It reinforces disgust, without telling what is to be done about it. ' take the poo to the loo ' doesn't count because it doesn't mean anything. It does not feature the people who defecate at all. Leave alone empathy, there is no recognition of the other class. It is from a point of view of a class which does not see the other class of people, only their shit. The video merely bolsters cynicism towards India. It talks to the g...