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24 January 2020

The long and short of it.

by Andrew MacGregor


UNICEF: “The Lifeline” - 1 min 40s

UNICEF offer children a literal lifeline in this quietly effective commercial, which uses lengths of white rope to show how donations and other forms of support can pull youngsters out of dangerous situations. Ably shot by director Anders Hallberg, the piece shows the effects of war, drought, slavery, etc. on those unable to defend themselves.

The act of tugging on a piece of rope is both tactile and immediate, which suits the organisationís desire for swift action. There is a hint of the white saviour narrative as Westerners pull the strings from afar, so to speak, but it still does a good job of presenting meaningful ties with those less fortunate than us.


Director: Anders Hallberg Ⓦ (You Are Here Ⓟ Ⓦ)
Production Services: Brendan Rice
Cinematographer: Anders Hallberg

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