Communication is plentiful today. Messages arrive via other people, e-mail, radio, TV, mobile devices, mail, telephone, and the Web. The sound is deafening. Message overload is the norm.
Marketing specialists look for creative ways to slice through the cacophony, to capture our interest long enough with a message riveting enough to make an impression. It isn’t easy. Our attention is hard to gain, and we are a difficult audience to impress.
That’s why I get so excited when a message jolts me from my cynicism and catches my breath. It stops me and silences the noise. A new PSA from War Child did this for me. The cinematography, the music, the sound production—all worked together to arrest my heart:
I was not familiar with the organization—and therefore cannot vouch for its work—but in terms of messaging, War Child succeeded:
I stopped, watched, listened, and my heart broke.
I sought out additional information from the Web site:
Where childhood thrives, war does not.
Childhood is a pivotal time in our lives. But it is also fragile, and can be easily corrupted by the effects of war. By providing access to education, opportunity and justice, War Child gives children in war-affected communities the chance to reclaim their childhood and break the cycle of poverty and violence.
I turned to God in prayer, as the ache of a world heavy with pain weighed on me.
Yes, creative messaging is powerful, indeed.