UNICEF tries a new approach

With Halloween almost upon us, the little orange change boxes for UNICEF will once again be trotted out for your pennies, nickels, dimes, quarters, loonies and toonies. It's an age old tradition that goes back to when I went trick or treating back in the day, a few treats for me, a few coins for UNICEF, a few more treats for me.

It was a nice way to feel like you were making a contribution, raising awareness and getting a message of caring for the children of the world out to your neighborhood. But apparently the gentle approach just doesn't cut it anymore.

UNICEF has just released a media campaign to raise awareness that presents a dark and horrid future for the little ones, using the Smurfs those Blue Belgian creatures of cartoon fame, UNICEF goes for the heart with a vignette of death and destruction.

In the commercial currently on the air on Belgian TV (click here to view a version of the ad and get some background), Smurfette is left for dead. Baby Smurf is left crying and orphaned as the Smurf's village is carpet bombed by warplanes. A scene of Apocalyptic horror designed to bring attention to the plight of ex children soldiers. The theme is to highlight the horrors that some children face in places we don't tend to give much thought to.

It certainly is an attention grabber, with little Blue creatures left for dead, others left orphaned destined to wander the forests of Smurfland on their own. Officials at UNICEF claim that the commercial has provided many hits to their official website with Belgians seeking out more information on the UNICEF programs.

I'm not sure if the Smurf campaign will be an effective tool in raising awareness or funds. Sometimes shock value can have the opposite effect on the audience it's designed for. Not to mention that fact that smart ass teens and some parents may not actually mind seeing little blue Smurfs blown to bit.

One thing is certain however, the times have certainly changed. Gone are the mushy feel good spots about making a difference. With the Smurf campaign, UNICEF's fundraising and public awareness has definitely gone down a long and different path from those little orange boxes of my youth.