When I first heard about Bondage For Freedom I got quite excited thinking of everything I'd get to look up filed under "Not Safe For Work". Turns out, this is about charity. Oh well.
This self-proclaimed "maverick bunch" (back off, Brits; "maverick" is our word) created a spot to coincide with the release of In Prison My Whole Life, a film detailing the story of activist Mumia Abu-Jamal. The ad employs good use of narrative, like its big brother drama, and, with the messages "None of us our free if one of us is chained" and "Freedom is written on our lips for those who dare to use them," is quite powerful.
Unfortunately, my admiration for the spot ends there. The Bondage For Freedom website, while well designed, doesn't offer much in the way of content. Join the movement of art and revolution? Sign me up! Email confirmed! Now…the revolution waits?
Perhaps I've jumped to a decision too quickly. Perhaps next week I'll receive multiple, brilliant emails detailing the work the organization is done and what I can do. Perhaps, perhaps...I think this is a mistake, because the campaign has already accomplished one of the hardest parts, engaging the audience, but, as we all know, in this fast-paced, high-tech, go-go-go world, audiences lose interest quickly. What initially seems to be an interesting organization—providing creative work for organizations that fight for human or environmental rights—is disappointing. The video is engaging; the site lets us down. Social change may be a process that takes time, but some things should happen immediately.