Barnardo's is a charity that is located and works in the UK. They are focused on children and alleviating their poverty. Back in 2003 they started a marketing campaign that had a series of images with newborn babies in grotesque situations. This image in particular was striking.
A discussion of the elements of the photo:
The image colors are soft and calming. The main focus is on the babies face with a cockroach in its mouth.
The baby is covered in "mucus" and is crying. It still has its hospital band on.
On the top in bigger letters is says THERE ARE NO SILVER SPOONS FOR CHILDREN BORN INTO POVERTY. After that there is smaller font that talks about the situation.
The baby is not cleaned and is alone in the picture crying. Then the cockroach that is crawling into its mouth. This is where the words there are no sliver spoons for children born into poverty is visually shown.
The elements are suggesting that babies born into poverty are left for dead. The image seems hopeless. The large text and word choice seems that they are boldly gearing this toward the rich in the UK. It is almost like they are crying out to the rich to see them and they resorted to an act of showing utter desperation.
The problem is that this image is offensive to many. It is a dramatized posed photo. It is not showing reality. If advertisements could be rated, this could be considered a Rated R poster. People did not have the choice to look or not.
Was the disturbance and harsh reaction from their audience what they wanted?
Showing a newly born baby forces people to stop and take a second look. This image is effective, it is servicing its purpose. Looking at Bernardo's other past marketing campaigns this is a typical method used;bold photos to get others to join their cause. Looking at the photo, it seems that Barnardo's did this to raise awareness and to do the opposite of acting like everything is okay. The poverty situation in the UK is bad and they wanted others to feel disturbed because those living in it feel that way everyday.
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