Water aid case study

The water for good advert tries to change up traditional charity advert conventions, instead of showing the people in need of help before they get help, it shows them after they've been given a water pump. This means instead of the typical glum imagery appealing to sympathy it shows positive imagery almost in an attempt to appeal to the pride of seeing what they could be doing to help.

Props and costume, heavy water bucket. Bright clothes represent positive in a negative situation. Buckets look worn and dirty but still bright and vibrant, colour contrasts the nature of it, characters seem unfazed. Radio at the beginning represents how we take rain for granted to try and appeal to us.

Representation of the UK (target audience). Opening scene suggest we in the uk take our unlimited access to water for granted, suggest we are spoiled. Middle class target audience shown by the UK window presented as middle class (digital radio + flowers). Cold gloomy lighting for the UK contrasts bright lighting in Africa. 

Representation of Africa. In need of help but not victimised, bright warm lighting and bright vibrant colours. Hopeful, makes audiences thing their contribution can help. People are shown as bright, full of life and optimistic done through close ups of the main character. They are shown to have water despite the difficulties getting it. Main characters name is given to help empathise                                                                

Song is an older western hit from the 90's to appeal to the stereotype that older people don't give enough to charity, the singing also adds to the hopeful themes of the advert as it reverses the victim trope that usually comes from. 

The mis-en-scene also pushes this, showing them in the fields farming and doing the work. This apposes the mindset some people in the UK have who think they're less privileged because they don't go out and work for what they have.