War Child Commercial - Brilliant Satire or Bad Taste?

I give kudos to those who are working to raise awareness about the horrifying conditions in many parts of the world. At the same time, I cannot help but feel that there is rather uncomfortable truth in the fact that Hill & Knowlton, the PR firm that is widely recognized as having helped to “sell” both Iraq wars to the public, is assisting War Child Canada with this campaign. I recognize that there is not an absolute “purity” by which one can measure one’s associations on the basis of shared or divergent values, but this particulary association certainly moves one into the territory of serious hypocrisy, and even indignation. The contradiction of this association seriously undermines the organization’s integrity and judgement.

The campaign is ’shocking’, but not particularly effective in inspiring true action, or even the desire to become informed. True inspiration stems from feeling - from a deep concern that is born, and nurtured in the heart. This campaign remains at the level of the gimmicky mind. I feel that the issue of child soldiers has been packaged, airbrushed, and ’sold’ to the audience. From my humble perspective, meaningful change can’t be arise from a clever manipulation - no matter the worthiness of the cause.