One common stereotype in charity campaigns is the utilisation of the 'white saviour' archetype, a white, Western celebrity whose presence connotes wealth, generosity, and an ability to solve issue overseas. This representation often encodes
colonialist ideologies, the idea of a wealthy and dominant nation helping a less able, developing nation. This style of charity campaigning is now so unpopular with audiences that Comic Relief seem to be ditching them all together.
You can read about it here.
A good point of comparison between the old fashioned 'white saviour' campaign is the Wateraid advert we studied in class,
Claudia Sings Sunshine On A Rainy Day. In what ways does this campaign subvert traditional
colonialist ideologies about race, ethnicity and African people?
A good point of comparison between the old fashioned 'white saviour' campaign is the Wateraid advert we studied in class, Claudia Sings Sunshine On A Rainy Day. In what ways does this campaign subvert traditional colonialist ideologies about race, ethnicity and African people?