I actually attended the launch of this report in Oslo. I have three main points about this report: 1) The results aren't really generalisable, yet they present the findings as if they were; 2) the actual findings of the report don't directly say that fundraising campaigns need to change; 3) although it might be a 'whataboutist' argument, I'd really like for SAIH to focus on something else.

As the report itself states: "this is a study based on a very limited selection of informants, and we cannot generalise from the findings of this research. However, the findings provide an intersting, if restricted, insight into how aid comunications are perceived at the receiving end." The data consists of 12 focus groups in 6 countries: Ghana, Zambia, Malawi, Ethiopia, Uganda, and South Africa. The total amount of people interviewed was 74 people, 36 female and 38 male. The respondents are either beneficiaries or potential beneficiaries of SAIH's research partners' aid activities. Yet, in the concluding chapters (chapter 5 and 7), SAIH are calling for change based on the findings of the report. It feels a bit as if they have fallen into the same trap that the organisations they criticize fall into: generalising about Africa based on a few case studies in 6 countries.

Further, the findings themselves aren't really telling us much other than common sense. First of all, a lot of the responses to the different questions were very varied. When the responses were similar, they seemed to report that using negative images of children were the most effective - and they would use the same type of pictures. Most of the respondents felt like the pictures used in the ten examples of aid campaigns were accurate, and that they would use similar pictures as well. If the respondents were to make a fundraising campaign of their own, a majority stated that they would also use negative pictures, and 38% said they would show the problem. They also thought that negative images and showcasing the problem was more likely to increase funds.

Lastly, as SAIH are called a 'watch-dog', it would be so great to see them focus on other aspects of the aid sector than fundraising campaigns. Yes, treating people with dignity and representing an accurate and diverse portrayal of developing countries is important ... but is it really that important? The work SAIH has done through RadiAid has been great, and has resulted in many organisations changing how they portray developing countries. It would be so awesome to see this organisation who are great at making awareness campaigns look into other areas in the aid sector as well. I realise that this might be a poor argument, however, and think it's likely that I'm affected by having dealt with this group on numerous occations. I think it comes from a place of being impressed with their work, and just wanting them to focus that on something I find more important.