Compassion fatigue?

Posted by: Georgina Combes

In recent years I’ve been very impressed by Christian Aid’s communications. Their red luggage tag-shaped identity is eye-catching, memorable and cleverly flexible in its design. The charity’s messages are clear, targeted and effective. And as a signed-up supporter I’ve not felt bombarded by pushy campaigning, but simply kept up-to-date with their news and thanked – a powerful behaviour change tactic – for being involved.

What’s particularly made me think about their comms recently was the fact that this year’s Christian Aid Week - seven days of money and awareness raising – has coincided rather fortuitously (or not depending on how you see it) with two major natural disasters, the cyclone that hit Burma nearly two weeks ago and the Chinese earthquake that rocked Sichuan province at the beginning of this week.

As I write, attention has turned to the Chinese crisis despite reporting a list of casualties half the size of that predicted for the Burmese tragedy. At a time like this when donations are desperately needed, good communications that demonstrate that aid is getting through and having a positive impact are crucial.

Ironically, Christian Aid’s new TV advert to promote their annual fundraiser is about how the charity helps communities prepare for disasters. Released before the recent events, it’s a classic example of how the context of communications affects everything.

Christian Aid has moved quickly, along with the Disasters Emergency Committee, to respond to both situations, and I guess have had to replace a number of the messages planned for release during Christian Aid Week with news on the current crises. The email I received yesterday from them contained an update from Burma explaining that despite many international aid agencies being given limited access, Christian Aid’s local partners are on the ground getting aid to where it’s needed. It also included a short vox pop video with their Burma expert (not a local, and filmed in a generic office environment which could have been anywhere) explaining how supporters’ donations are making a difference. All very well and good but it didn’t really engage me emotionally.

It did make me wonder about compassion fatigue. Is the traditional charity tug on the heart strings enough to inspire people to take action? Can humanitarian workers learn from the experience of the environmental movement in attempting to overcome green fatigue?

Isn’t it more about real stories from people at the centre of the action? I would like to hear from the aid workers/ development experts on the ground, see them blogging their raw experiences, connecting emotionally with their audiences, bringing the real story home. Maybe then the public would be more trusting of aid and generous in their donations.

1. Lulu said on 16 May 2008 13:27:12
   
   And how about real stories from the people who are at the centre of it all? Cutting the middle-people out and getting straight to those whose homes and lives have been so dramatically altered. Once the relief effort is over and all the development experts and humanitarian workers go home, it is they who can tell a more accurate story of what how far our compassion really went.

More blog entries