David Brewster
November 30, 2012
Effective Methods of Encouraging Aid
In
July 2011, The Economist wrote an
article explaining the growing importance of financial aid to the Horn of
Africa for hunger relief. Citing the recent famine that has plagued the region,
the author makes the lasting statement that, “Long-term investment could have
made villages and towns more resilient” (The Economist 2011). However, is this
really a lasting statement of fact, or is it simply an emotionally charged beg
letter for aid? In reality, as CNN.com highlighted in the same time, “There are
ways you can help” (Angley 2011). By highlighting agencies and their direct
impacts in the region, CNN.com effectively shows the ways in which individuals
in first world countries can send money directly to agencies with direct
impact.
Both
articles send attempts at pathos with their opening stories of emaciated
children and their stories of hunger however, the difference between the two
highlights the most important aspect of aid encouragement. The Economist
article opens with, “Bloated bellies with stick arms and legs; huge eyes
staring out of skeletal heads; gaunt mothers trying to suckle babies on
withered breasts” (The Economist 2011). While images like this may appeal to
the senses, it is also clear that it fails to directly call people to action
because of uncertainty. Sure, we feel bad about these stories however we aren’t
directly called into immediate action because our stations are flooded with too
many of the same things. What makes the CNN.com article more profound and
efficient is its direct reference to agencies and their immediate effects.
The
opening of CNN.com’s article opens with the statement, “Twelve million people
are facing a hunger crisis in the Horn of Africa, and they are in desperate
need of help” (Angley 2011). This statement is a more direct claim, without as
much of the attempt at emotional begging. However, in a world in which
information is transferred with unbelievable efficiency and speed, individuals
need more certainty than raw numbers in order to call themselves into action.
This is where the CNN.com article is more efficient than The Economist article.
Angley states, “Save the Children is feeding underweight children, providing
life-saving medical treatment, and getting clean water to remote communities in
Kenya, Somalia and Ethiopia” (Angley 2011). She then goes on to state exactly
how to donate, and where the donation goes. This process is repeated for other
organizations.
Appeals
for aid in situations of extreme circumstance need to be addressed in the
proper way. Information feeds are inundated with stories and emotional appeals
in order to encourage help. However, where The Economist article falls short is
its failure to explain the direct ways in which aid will be used. People feel
more comfort in the convenience of knowing how to give aid, and where the aid
will go. For this reason, the CNN.com article is clearly more effective at
encouraging participation in aid for the famine crisis of 2011.
Angley, Natalie.
"East Africa: How you can help."CNN.com.
18 2011: n. page. Web. 30 Nov. 2012.
<http://www.cnn.com/2011/WORLD/africa/07/20/iyw.howtohelp.somalia.famine/index.html>.
"Once more
unto the abyss." The Economist.
7 2011: n. page. Web. 30 Nov. 2012.
<http://www.economist.com/node/18929467?zid=301&ah=e8eb01e57f7c9b43a3c864613973b57f>.