In this chapter Pieterse, writing in 1990, condemns the use by such as Oxfam of images of dying, fly infested and starving children in fund raising campaigns. This subject was first raised by Jorgen Lissner in 1981 in an influential article which condemned the use of images of starving black children in NGO fundraising materials. He accused aid agencies of stripping individual children of their dignity and presenting them to the western viewer as helpless objects isolated from any social or historical context – a racist distortion. The use of such pictures when fundraising for children’s charities at home was, however, considered unacceptable.
By 1990 the general assembly of European NGO’s adopted a code of conduct that instructed all aid agencies to refrain from using “pathetic images” or “images which fuel prejudice” in their depiction of the majority world. It affirmed that all future communications by international agencies must be based on core values of human dignity, respect and truthfulness. Despite this recent years have witnessed the return of the starving black child as a stock image in the fundraising communications of far too many aid agencies. In 2014 a formal accusation was brought against Save the Children for using degrading images of children such as showing a number of children in varying states of emaciation. No action was taken against them as, although NGO’s were encouraged to abide by the code, it was not mandatory.
NGO’s can continue to act as merchants of misery misrepresenting the majority world and perpetuating their cycles of aid and despair, or they can act in solidarity with those movements around the world challenging the forces responsible for their oppression. Colonial images of helpless children awaiting salvation from the hands of western donors have no place in the 21st century and should be challenged when they appear.