When you think of Christina Aguilera, the image of a risqué, risk taking, talented young woman comes to your mind. We are probably used to seeing her in pictures like these and we definitely recognise her for her distinctive soulful and powerful vocal abilities. Someone that actually sings for a living.
In a Public Service Announcement, PSA for short, released this week, shows her communicating with the audience for a very different and special cause close to her heart. She’s the ambassador for World Hunger Relief, a campaign by Yum! Brands for hunger relief to raise awareness, volunteerism and funds, mainly for the United Nations World Food Programme. Capitalizing on her massive star power, they hope to raise awareness and funds for their noble cause.
Hunger is something that we can take care off very easily and conveniently in our developed world today. For us, to satisfy our hunger at 2am, MacDonald’s is just a phone call away. What we fail to realize is that millions of children around the world are actually suffering from hunger and they have to go to sleep hungry or even die because of hunger. The PSA feeds off a very innate human instinct of hunger it is a highly relatable cause.
Opening with Xtina singing an a capella version of ‘Twinkle Twinkle Little Star”, a tune so well-known universally, cross cultures and languages. Be it in Chinese or French, it’s so recognizable because we’ve been tucked into bed by our parents with it and parents still do so to their little ones today and what I think will be the case for generations to come. In this way, it becomes synonymous with children and parents tucking them in. It would intrigue viewers to know what is going on in this PSA. The message of this PSA would hit the hardest for the parents. It makes them think ‘what if that was my child?’ and this urges them to put in a donation to help children suffering across the world. Even children might be able to recognize the fortunate state they are in and offer to donate their allowance to help these children.
In all its simplicity, the lullaby packs a powerful punch in this PSA.
Slowly, Xtina is revealed in a very toned down appearance, in a stark difference from what we are used to seeing from her. Her no-frills acrobatic singing style she is famed for, no flashy clothing or crazy hair and not even her trademark siren red lipstick. Effectively, it sheds a different light on her, portrayed as someone more approachable, relatable and more of your ‘everyday woman’.It allows us to see her from a different perspective, as a mother instead of a superstar (well, maybe a superstar mum). Recently, she became a mother and using this newfound status, she is able to convey her message:
“As a mother, the idea of a child going to sleep hungry is unacceptable … together we can give every child a chance to dream.”
Delivered in a somber tone, coupled with the stunning fact flashed, her message is brought forth much more effectively. It provided the needed right amount of seriousness but yet not imposing on the viewers to put them off.
The credibility of the message lies in the fact that she has a son and that she wouldn’t want to see her son go through such an ordeal. If she didn’t have a child, the entire campaign would fail because the audience would think of it as a lie. This could mean detrimental effects for the organizers of this campaign aimed at getting donations to help starving children around the world.
Throughout the PSA, Christina is surrounded by children holding up sparklers which light up one after another and this signifies that hope is always there and can be created by every single one of us. They all stand in close proximity, together with Christina, to show unity and that they are sharing a common goal. We can all bring hope to someone living halfway across the world or even to our neighbors who may be living in poverty.
Hunger and malnutrition are the number one risk to health worldwide – greater than AIDS, malaria and tuberculosis combined. This is such a noble undertaking for a both private organization and Christina Aguilera. Together, they have raised more than $85million since they teamed up in 2009 and provided 350million meals for hungry children in over a hundred countries. But, this is an ongoing fight and donations are much needed all the time.
If this issue has touched you or perhaps disturbed you that so many children are in hunger, consider making a donation and your dollar could go a long way.
Heck, even I’ve made a donation.
Did you know that?
$25 feeds a child in school for half the year
$50 feeds one child in school for the entire academic year
$70-100 per child provides supplementary food to a child under 2 years of age for 18 months
$1,000 feeds 100 school children for one year
All media courtesy of http://www.fromhungertohope.com/