Lucinda and Alina are joined by the diversity, equity and inclusion specialist Natalia-Nana Lester-Bush and Rick Dodds, creative partner at the advertising agency Don’t Panic London.

They talk about the need for nuance in the depiction of service users in advertising campaigns by voluntary organisations working in the UK and overseas.

They discuss examples of effective and impactful campaigns such as Tearfund’s recent appeal video shot in Burundi, which contradicts and ridicules a more traditional narrative of development support to poor communities abroad, employing comedy to create a more interesting and authentic story.

Rick and Natalia-Nana provide guidance on how charities can avoid “context flattening” in their storytelling, such as by ensuring a diversity of perspectives in the creative process, whilst conveying meaningful messages to audiences that inspire action.

Do you have stories of people whose lives have been transformed for the better thanks to your charity? If so, we’d like to hear them! All it takes is a short voice message to be featured on this podcast. Email lucinda.rouse@haymarket.com for further information.

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