Missing The Point
![](http://www.oberholtzer-creative.com/visualculture/wp-content/uploads/2008/08/got_water.jpg "Water Scarcity \\"Got Water\\"")
Good 50X70 is a humanitarian effort that just completed its second annual competition. Their mission is to cultivate a creative community that channels its talents for the greater good by addressing some of the most pressing issues of our time. More to the point, Good 50×70’s competitions provide an excellent venue for designers to unite and share their ideas and individual perspectives while bringing awareness to specific social concerns. We are proud supporters and participants of Good 50X70.
Overall, the quality of the submissions were very competitive, but while browsing through the 2008 submissions, we found considerable discrepancies with some of the selected posters. It’s our opinion that as creative individuals, we should always strive to communicate on a universal level and deliver a clear message. Unfortunately, there are a couple of pieces that appear to be completely disconnected from the AMREF brief (see here).
The aim of the Water Scarcity poster series is to raise awareness regarding the lack of clean drinking water available within the continent of Africa. Two posters from this particular category caused us pause. Each of these pieces fail to convey AMREF’s endorsement on water scarcity and are sorely misguided and apathetic in their approach towards this continental issue.
Poster 1: “Got Water?” (see above)
This poster fails in its communication on almost every level, but it’s the imagery that deserves sharp criticism.
First off, the image and copy is a play off of the famed American “Got Milk?” campaign. This piece suggests somewhat of a commercialized Western sentiment, rather than conveying a substantial universal message.
Secondly the image of the young boy is disrespectful, as well as arrogant, in it’s tone and representation. In essence, it’s a mockery of the very real struggle that many Africans endure on a daily basis. The child’s torn, disheveled shirt with one nipple showing; the cocky smirk on the face, not to mention the doo-rag on his head, is appalling. This poster appears to be making light of Good 50X70’s intentions and what it is committed to represent.
Poster 2: “Give Me Water”
Here’s another one that missed the mark. Initially when we came across this one, we couldn’t help but to notice the artists choice in the animalistic depiction of what we assume is supposed to be an African person begging for water. Truth be told, this doesn’t seem to be in line with Good 50X70’s mission in the least. The image is crude, abrasive and ignorant in its tone, graphic treatment and message. It’s unfortunate that individuals continue to indulge in such insipid tendencies.
I couldn’t agree more. Well stated obeservation.
Comment by Mark Wilson — August 28, 2008 @ 9:42 am
I disagree with your criticism of the first poster. I tend to read it as being critical of Western indifference and market consumerism rather than indulging in it. Perhaps it’s not a great execution, but it seems that there is a great deal of visual irony rather than a clear lack of vision.
Comment by Josh — August 28, 2008 @ 12:16 pm
@ Josh: Irony is all well and good; but is there room for jest when addressing life or death issues like say ummm water scarcity??
Comment by Thea Snoad — August 28, 2008 @ 4:25 pm
Missing the point is right. While the first poster misses a lot of marks both in design and execution, your assertion that it’s disrespectful and arrogant comes across as, well, disrespectful and arrogant.
What are we trying to say here? Do children in Africa not have cocky smiles? Are they all doe-eyed waifs, dying in the gutters, deserving nothing but our pity? Does it somehow hurt the African children to portray a boy with a very human emotion on his face, one that might make the viewer smile in return, just before it hits them that the endearing young boy is drinking filthy water? Is it that he looks just a bit too much like a kid, and not enough like a tragedy?
I see a beautiful boy, mussed and cocky and alive, and when I look at the water in his hand it makes me want to reach through the poster and help him — not because he looks afraid, but because he doesn’t. Calling his picture a mockery treads dangerously close to saying “those people aren’t like us, so we must help them”.
Take care that your campaign doesn’t become as oppressive as the ills you hope to heal.
Comment by Ariana — August 29, 2008 @ 12:23 am
@Thea: I might suggest asking Jonathan Swift.
Comment by Josh — August 29, 2008 @ 10:23 am
Oh Josh, is that the best you can do? Pity.
Comment by Thea Snoad — August 29, 2008 @ 12:57 pm
Wow, great post. I wasn’t aware of Good 50X70, but reviewed the submissions and categories. What a great venue for creative individuals to come together and share ideas.
I agree with your critical look on the two posters. Number 2 is really disturbing. Is this poster really for positive change? I know there were a lot of submissions, but overlooking this one is unacceptable. Hopefully next year they will take a closer look.
Comment by Andrew — September 1, 2008 @ 10:13 am
Wonderful post, I agree with your assessment. #1 is misguided and in poor taste, and #2 is totally inappropriate.
Comment by Peter K. — September 1, 2008 @ 12:50 pm
The “Got Water” poster speaks to a very small crowd of people, I see the symbolism, but it does not work in this context at all. Poor choice in imagery. I can’t even comment on the second one.
Comment by Sally M. — September 1, 2008 @ 8:31 pm