Announced today, December 10
SAIH – The Norwegian Students and Academics International Assistance Fund
announced the winners of two international awards: the Rusty Radiator Award for the most damaging fundraising video and the Golden Radiator Award for the most creative fundraising video. Much media attention and more than two million clicks on the satirical video “Radi-Aid: Africa for Norway” released a year ago have encouraged SAIH to take new actions. The awards were accompanied by a new video clip “Let’s save Africa! – gone wrong”, in which the young black Michael shows us common patterns in fundraising. He makes Western expectations his profession: “Every time these filmmakers come to us in Africa, I’m the first person they call. I’m incredibly talented. Wait – this is sad Africa.”

The short film successfully problematizes in a satirical way how charity commercials are shot. From reports of filmmakers who have been involved in such shoots, we know how people are literally trained to look sad, women have to take off their jewelry for the shoot, or children have to exchange their school uniforms for dirty rags – sometimes despite the objections and incomprehension of those photographed. It does not make the situation any better that many aid organizations have long since switched to shooting their commercials and posters in Europe and casting Black people and People of Color here for their purposes.

Thanks to the Radiator Awards, the discussion about problematic donation advertising in the run-up to Christmas has also made it into Germany’s leading media. On “Let’s save Africa! – gone wrong”, for example, the Süddeutsche Zeitung has published an article. The racism researcher cited in it, Nadja Ofuatey-Alazard, has her say in a lengthy interview on Deutschlandradio Kultur and comments on the clip as follows:

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