Is it time to take the entertainment out of charity messaging?

Celebrity specials, red nose days, social media challenges for charity appeals, Children in Need. What do all these have in common? They all use positivity and humour to celebrate good causes. In fact, when it comes to charities, a hard-nosed approach to suffering no longer appears to appeal to the hearts of the Brits. 
We asked The Drum Network members if they think this approach is necessary for raising awareness, and if marketing has a responsibility to shift people&r