Is it just me, or does this message seem a little hollow?
Last year, a positive campaign was launched in partnership with UNICEF called ‘A Promise Renewed’. It resonates and is a strong message.
My concern is that corporate communications are often unintentionally sucking the life out of a human message by sanitising things to such a well-read script that there is little in the way of a sense of personal engagement with the person delivering the message.
Government and bureaucracy play an important role in addressing child survivial. Very important, and this should not be diminished. The problem I see with addressing child survival is that meaningful citizen-led initiatives are hard to come by. I am sure they are out there, and most probably go unseen because they are busier doing the work than pushing out well crafted videos.
The 10 City Bridge Run exists to amplify and improve upon efforts like this. Not to compete, and not to reinvent the wheel. But there is loads of potential that goes wanting that can be engaged through a wider citizen movement.
Watch this video, and ask yourself: what is good about this, and what can be improved? I would love to hear your thoughts.