Advice for Saving the World

Posted on 12/23/2009

What would happen if aid organizations and other philanthropists embraced the dark arts of marketing spin and psychological persuasion used on Madison Avenue? We'd save millions more lives.

By Nicholas D. Kristof
Outside Magazine, December 2009

In 2004, I visited the Darfur area three times, trying to bear witness to the slaughter of children and the burning of villages. I stepped over the desiccated carcasses of camels and goats to interview survivors still in hiding. I interviewed people who had seen men pulled off buses and killed because of their tribe and skin color, and I spoke to teenage girls who had been taunted with racial epithets against blacks while being gang-raped by the Sudanese-sponsored Arab militia, the janjaweed.

I was enraged by what I found and, as a New York Times columnist, wrote time and again about these atrocities on the op-ed page. Yet at first the public reaction seemed to be a collective shrug: Too bad, but isn't that what Africa is always like? People slaughtering each other? Anyway, we have our own problems.

My frustration was multiplied when Manhattan erupted in a controversy showing that even cynical New Yorkers can brim with empathy—for a hawk. A red-tailed hawk dubbed Pale Male, one of the best-known residents of the Central Park area, had become embroiled in a housing dispute with the Upper East Side co-op on which he had a nest. The co-op removed Pale Male's nest, outraging New Yorkers and generating considerable news coverage. Now, don't get me wrong: I was on Pale Male's side, but I also dreamed that the plight of people driven from their villages in Darfur or Congo could get the same sympathy as a homeless bird. Clearly, something was wrong with the way I and other humanitarians were approaching Darfur.