Triage and An Imperfect Offering

One of my idols is Dr. James Orbinski. He is an incredible human being having taken part in several of Medicines Sans Frontiers missions in some of the most horrible conditions imaginable. Recently, he came out with both a book and a documentary about the experiences he has endured and the sense of understanding he has tried to find. I picked up my copy of the book, An Imperfect Offering, but haven't yet been able to crack it open. It is next on my list to read, however.



I also came across the website for the documentary, Triage, which has the following synopsis.

"Leaving his young family behind in Toronto, Canada-where he's a university professor and doctor-Orbinski returns to Africa, revisiting the past and engaging with the present. He hopes that here, in the place where he witnessed humanity literally torn apart, he can rediscover the true heart of humanitarianism.

In Triage: Dr. James Orbinski's Humanitarian Dilemma, Patrick Reed's feature-length documentary, Orbinski travels to war-torn Somalia, the first place he was posted with MSF in 1992; then to Rwanda, where he was MSF Head of Mission during the 1994 genocide. Finally he goes to Goma, Democratic Republic of Congo, where it seems humanitarian dreams go to die.

Filmed in an intense vérité style, Triage presents a unique view of the world through the penetrating eyes of Orbinski. He refuses to turn away when confronting troubling memories or realizing disturbing truths and, in the most unlikely of places, he finds where bonds of solidarity are forged and human spirits remain unbroken.

Orbinski has seen lives saved and lives lost and has personally witnessed a world gone astray. In Triage: Dr. James Orbinski's Humanitarian Dilemma, he searches for a new path and invites the viewer to follow."

Check out the website for Triage to check out the trailer for the film.

Amnesty International and Imagine

Amnesty International and Yoko Ono teamed up recently in a new campaign for human rights. Using John Lennons song Imagine (which I posted here), Amnesty recreated the song in a video with children passing along their dreams for a better world. I am a big fan of the song, and am now a big fan of the campaign. Here is the video for your viewing pleasure:

AMAM - Association of Woman Against Genital Mutilation

I came across this really good advertising campaign. It is provocative but gets the point across in a way that no one can miss. Not-For-Profits are gradually getting better at making things that people respond to and this is a great example. The same old PSA's don't cut it anymore, people tune out.

Maybe it is wrong in a way and some people will certainly disagree but the message has to be catered to the mainstream. The early adopters and those who care without hesitation will read or watch anything, but the mainstream is far more choosy and, yes, not as responsive. Marketing a cause will alienate some but it is about creating groundswell, and moving the paradigm, which can't be done by the early adopters (what I will call those who are on board from the start regardless of marketing) alone.

Catering and directing ads at this large population of people can in some ways prove fruitless, however, it is more about graduating this group up towards the early adopters. This is done bit by bit, little by little, through awareness and information. Most people are not ignorant, they are just uninformed and if you can inform them they will respond.

In this day and age where people see hundreds upon thousands of ads a day getting an important message across is increasingly more difficult. It will require something poignant and provocative just like this campaign. Not everyone will respond but they will notice and that, as much as anything, should be the idea.