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Bumper Sticker Advocacy and the Branding of Save Darfur

  • Joel R. PruceEmail author
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Part of the Human Rights Interventions book series (HURIIN)

Abstract

In response to the violence in Darfur, Sudan, beginning in 2003, new human rights organizations sprang up to respond and build a permanent constituency for action. The Save Darfur Coalition (SDC) in particular sought to galvanize public attention and raise the costs of inaction for elected officials. To this end, Save Darfur employed corporate marketing firms to brand their campaign and spread the news about the “genocide” in progress. Utilizing advertising techniques as no human rights actor ever had, the organization made consistent headlines and forced elites to stake out policy positions. However, the branding strategy sacrificed factual accuracy for the sake of mass appeal. In the process, Save Darfur departed from trusted advocacy tactics and created credibility problems for itself that circumscribed its political salience.

Keywords

Save Darfur Coalition (SDC) genocideGenocide Human rightsHuman Rights NGOsNon-governmental Organizations (NGOs) audienceAudience 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Department of Political ScienceUniversity of DaytonDaytonUSA

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