Aid, charities and...becoming sensitized.

Getting people's attention or striking a chord when it comes to charity work is no easy feat, which is why NGOs are so adept at 'striking communications' (see World Vision's water video below).

While working with the European Commission's Humanitarian Department to raise awareness of their work in Water, Food Aid and Disaster Prevention amongst university students, I came to really appreciate the challenge of creating emotional relevance to a somewhat disengaged or apathetic audience...