Golden Radiator Award 2014

Jury’s comments: Any advocacy ad that can put you in the middle of the situation instead of casting people and situations you’d never imagine is a good one. This video presents conflict porn without overwhelming you with it, because you are so invested in this girl’s tragic day. You feel for the little girl as if she was someone you knew next door or your children went to school with. It emphasises the universality of suffering and empathy, and breaks racial stereotypes about who suffers.
- Video produced by Don’t Panic London

Jury’s comment: This video puts the war in Syria into the context of the donor, and brings ‘the other’ to something they can understand. It uses something people are familiar with – cold weather, and what they would do if they saw a child in their own community in such condition – and shows real people’s reaction to a problem where most are willing to help. This also works well because it’s the exact kind of thing that people share on social media. “As a parent, I was immediately moved and touched by this video. I actually watched it twice”, says David.

Jury’s comments: Although this video doesn’t entice people to act, it primes people in the demystification process. When you give money, this is what it goes to. The lady is very charismatic, and she shines on camera as she presents her own life. How agriculture impacts the lives of people is a difficult topic, but this video presents the problem with perspectives from the ground. This needs to be explored more often.