JoAnna Hofstaedter OHara ENGL 137H 16 October 2012

Food for Thought

When I was younger, I wrapped some French fries in a crumpled napkin and threw it into the trash bin, truly believing that by doing so, I was helping the plight of the homeless. I was at the age where I was beginning to develop a worldlier outlook on life and realize that not everyone lived in the cozy suburban utopia where I grew up. Thoughts of the less fortunate and the hungry flooded my mind one night as I was eating at the dining room table with my family. A wave of civic responsibility washed over me, and suddenly it seemed of the utmost importance that I deliver this portion of my dinner plate to the stranger I had envisioned rummaging through garbage of some distant junkyard. In retrospect, it was a silly and nave gesture though well intentioned. However, that inspired moment of childhood selflessness was rooted in a universal human desire to help others. Whether that desire is intrinsically motivated or forged from societal pressures to strive for altruistic ideals is beside the point. People feel a duty to help other people. Vitae, a Portuguese network of homeless shelters, decided to capitalize on this common sense of moral empowerment. In a guerilla marketing campaign, they pasted posters with the image of a homeless man and the tagline Help. So that no one has to come here for food on the underside of trashcan lids. Forging an

immediate sense of connection to the cause and evoking feelings of pity and guilt, the clever advertisement discreetly solicits for donations to keep the shelters running. By nature, guerilla marketing seizes upon kairotic moments and opportunities to advertise through unique but relevant mediums, and Vitaes ad fully utilizes this tactic. Placing their advertisements inside of garbage cans, Vitae bases their marketing strategy on the element of surprise, and those who open the lid have an irreversible personal investment in the cause. Opening the pathway for self-reflection, the powerful message compels people to stop and consider the contents of what they are discarding and whom it affects. Reading figures about the number of homeless people is one thing. Recognizing that the leftover bits from an unfinished ham sandwich might become someones meal for the day is another. In that brief moment, the people tossing away their trash are no longer bystanders but are cast into roles of either heroes or villains, put in the spotlight of determining the future of Vitaes mission. It is within their power to make a difference, and the challenge has been thrust upon them. Vitae recognizes that they are working within a time constraint of just a few seconds that people are willing to hold open the lid of a waste receptacle, so they make their message short but powerful. The startling image on the underside of the lid and the simple, dramatic statement instantly command the viewers attention and emphasize that the direness of the situation. Embodying the archetypical homeless man, the scruffy gentleman featured in the photograph arouses emotions of sympathy and compassion. Unshaven and bundled up against the cold, the man appears to have been living in the streets for quite some time. Everything about him fits common beliefs and stereotypes surrounding hobos. Do the majority of those seeking help from the shelters look like this man? Perhaps. Many of

them might just be ordinary folks who have fallen on hard times in this economy. However, the ad wouldnt be as poignant if it featured a clean, smiling man. Instead, the man in the ad is almost frightening. Hardship and despair are written into the lines of his face. His situation is desperate and necessitates immediate action. Even the dark and gray hue of his clothing suggests a grim future if nothing is done to help him. While his gaze and appearance might be slightly unsettling, the rest of his body language reveals a degree of vulnerability. His chin is tucked into his chest, his eyes are shielded beneath his pulled down hat, and his left hand delicately rests against his body as though he is hesitant to reach out for help. At closer inspection, he is not scary at all - just sad. There is humanistic quality about him, and he is no longer an elusive example of destitution but an actual person, someone who is relatable and someone who needs a helping hand. This dual nature surrounding his character, both his scruffiness and his gentleness, compel viewers to put aside any preconceived notions and find it within themselves to assist those in need. The audience the advertisement is intended to reach differs drastically from the man in the photograph. In a culture characterized by excessiveness and wastefulness, the ad aims to redirect the focus away from consumption and towards giving. Without any harsh accusations or shameless guilt tripping, the poster forces viewers to reflect on the inequities in society by comparing lifestyles with the homeless man staring back at them. Putting up the posters during the holiday season, the advertisers also situate their marketing campaign in a context in which viewers are more likely to be receptive to their message. Once again, in order to reach their target audience, Vitae considers the kairos of the situation. During a time when people typically spend extravagant sums of money

on gifts for friends and relatives, the ad shows a very different reality for those who do not have that luxury. However, the purpose of the advertisement is not to make people feel bad. Instead, it is a call to action. Empowering viewers to make a difference in the lives of others, the ad plants the seed of activism with just one word help. Purposefully vague, the lone word piques the interest of viewers who are inspired to discover the different ways they can get involved. They must research the organization on their own, and through doing so, will hopefully be inspired to lend their assistance. My French fry care package probably disintegrated and became inedible before it ever reached any junkyard. However, my concern for others and altruistic ideals never faded. That sense of purpose is exactly what the marketers at Vitae are trying to tap into with their trashcan posters. In an unexpected way, Vitaes advertisement immediately draws in viewers and spurs a moment of self-reflection. Given the time of the year and the look of distress on the homeless mans face, the ad inspires activism. Encouraging others to give back to the community, the Vitae ad invites viewers to assist with their charitable efforts so that no one must resort to eating a moldy French fry wrapped up in a paper napkin by some ten year old in the suburbs.

Works Cited Vitae Shelters. Advertisement. 1st Web Designer. N.p., 7 Apr. 2010. Web. 16 Oct. 2012. <http://www.1stwebdesigner.com/inspiration/creative-advertisements-you-willlisten/>.