Liking Isn't Helping

I'm guessing many of us have seen these numerous times before. There, in the margins of the Facebook page, a blurb dictating the horrors taking place in third-world countries. The Joseph Kony movement, the disaster in the Philippines, no matter what it may be, similar words appear, " 'Like' this to aid the people in so-and-so nation." And I'm sure that many of us have done exactly that, feeling so proud of ourselves afterward for taking such a humanitarian action. But this ad campaign, courtesy of Crisis Relief Singapore, shows the real effects of social media, that is to say that it has none at all.

The ad stands out as it portrays the real crises and situations people in these third-world nations face. In this case, it shows what looks like a mother cradling her sick son. Although the mother's face is not shown in this image, the boy's is, and that haunting, distant expression is what stimulates the use of pathos. We want children to live and be healthy, and that expression reminds us that not all of them are. He looks helpless, and his mother, in her somewhat hunched and protective position, is even more so. The fact that the picture is shown in black and white only serves to highlight the tragic nature of it all, the fact that this is the reality behind all those blurbs.

The next thing of notice is of course the fists with their thumbs up, emulating Facebook's "Like" button. They surround the mother and child on all sides, yet do absolutely nothing to help either of them. In fact, it seems more as if they are mocking the mother and child, as this invisible crowd are in a position of power in which they can choose to aid them or not. This lack of action is emphasized by the slogan, "Liking is not helping." This phrase, straightforward and to the point, illustrates how clicking that oh-so-famous button may help to relieve the conscience of those who see those snippets of information, but it does nothing to ease the pain of the people in those positions. Liking in and of itself simply increases the number of people who know about what goes on in those distant places, and choose to remain inactive about it. In other words, it is the ultimate rationalization for our cognitive dissonance that arises from our inaction.

I do believe this ad is extremely effective in proving its point. Yes, publicity is key for gathering aid, but one must also be willing to take that further step in actually providing what is needed. And that is where many of us fall behind, becoming part of that crowd that looks and approves, but does not help.