The Wire

Rifling through a magazine, surfing the internet and across all media, we are bombarded by campaigns aiming to raise awareness and funds for a wide array of causes. Everything from Save the Whales to Free Tibet to Lets Fight Climate Change. With competition for your attention rife, campaigners have adopted marketing techniques to ‘brand up their causes’. The U.S. Campaign for Burma has teamed up with social networking and entertainment retail site Fanista.com to do just that. Their ‘Burma: It can’t wait’ project adopts marketing mantras such as simple narratives, clear cut imagery and celebrities to sell Burma’s problems to an American audience.