Sustainability Seminar - Using Charity Images in Humanitarian Marketing

Friday, April 26, 2019 - 13:00 to 15:00

Charity advertising campaigns often use images to fundraise and advocate around issues concerning people in need. The images used in these campaigns are sometimes criticised for using stereotypes, being superficial, failing to provide context and promoting an oversimplified view of reality, as well as lacking respect for those portrayed.

The Radi-Aid Research project asked recipients of aid in six countries in Sub-Saharan Africa what they think of the imagery used in humanitarian marketing.  Are the images used in these adverts accurate or exaggerated? How do the images make them feel? How do they think the images make people in the West feel or think about low- and middle-income countries? What kinds of images would they select for fundraising?

David Girling, Senior Lecturer in Media and International Development at the University of East Anglia, UK, will present the findings from 12 focus groups and provide recommendations for future humanitarian marketing campaigns.          

Please sign up before the 24th  of April 2019 by sending an email to Jakob Winkler,

Copenhagen Business School
Dalgas Have DH 2V.071
(The 2nd floor, West wing of the building)

The event is a collaboration between CBS Sustainability, the Centre for Business and Development Studies, Oikos Copenhagen and the Commodifying Compassion project,


The page was last edited by: Centre for Sustainability // 11/15/2021