a deprivation of identity? Cap Solidarités, Tandem Plus

BEAMS PROJECT
BEAMS : Breaking down European Attitudes towards Migrant/Minority
Stereotypes
Social Advertising : A Deprivation of Identity ?
Anne Rocheteau – Cap Solidarités (FR), member of Tandem Plus
Project Code : JUST/2011/FRAC/AG/2844
Social Advertising : A Deprivation of Identity ?
• Humanitarian NGOs’ campaigns in France
• From 1990’s («misérabilisme») until today
2
2008. SOS Sahel
•Alone
•Child = generation
for hope, innocent
•Looking at the
horizon, waiting for
help
•passive, forgotten
•In the desert
3
1998. Action contre la Faim
•Extreme suffering,
how can they be
alive?
•Naked, poor
•Solidarity between
them, in misery
4
1990s. Médecins Sans Frontières
•Suffering child, alive
or dead?
•White savior,
strugling to save him
5
2012. Médecins Sans Frontières
•Numerous, crowd
•Softness
•Smiling, patient
•Clean
6
2005. Médecins du Monde
•Passive, shadow
•Waiting for help,
begging?
•Our unconscious, but
we do not look
directly
7
2010. Comité Catholique contre la Faim et pour le Développement
•Neutral, alone,
barefoot
•Plays with our
expectation
=> Turns over
stereotypes
8
2010. Comité Catholique contre la Faim et pour le Développement
•Neutral, alone,
barefoot, topless
•Plays with our
expectation
=> Turns over
stereotypes
9
“They need our help”. “We give them, they will never give us”.
“They come to take from us”
10
www.beams-project.eu