The social media these days, especially in the wake of Covid-19 pandemic, is flooded with reports, photos and videos of relief works such as distribution of cooked food and grocery items.

These reports also are often accompanied with an “Appeal for donation.” Various categories of people like migrant laborers, slum dwellers, footpath dwellers, transgender people, gypsy communities and orphan children are shown in the photos receiving the items. Such photos mostly show the givers and receivers posing for photographs and videos. Such photos/videos are an ‘eyesore.’

The ‘act of giving’ something to the needy people is commendable. But the ‘process of giving’ and the subsequent ‘publicity’ are questionable.

In the initial stages, NGOs had a “Charity Approach.” In this model the focus was on input and ‘increased charity works’. People were seen as victims and deserved assistance. They were objects, passive and always at the receiving end. This approach recognized the moral responsibility of the rich towards poor. People were called ‘beneficiaries.’

Later it changed into “Needs Approach”. It recognized only the needs of the people and emphasized meeting the needs. Individuals were seen as objects of developmental interventions. Hence the needs of the victims were met since they deserved assistance. People were called ‘target/focus groups.’

This approach then further changed into “Rights based Approach.” It emphasized the realization of their rights. The needy people have the right to the basic necessities of food, clothes, shelter, health and education and hence they are entitled to assistance. Individuals and groups are empowered to claim their rights from the duty bearers (all branches of government including the armed forces, civil servants, local government authorities, police, immigration officers, teachers, parliamentarians and the judiciary etc.). People become partners in development. An NGO plays the role of ‘facilitator’.

In the pandemic scenario, many are rendering their helping hands to the needy people. The givers/distributors happen to be small and big NGOs, private and government agencies, church-based and secular organisations, politicians and volunteers. A majority of them are adopting the ‘charity approach’ and ‘needs approach’. So far I have not seen any NGO taking the ‘rights based approach’ and trying to empower the people to claim their assistance from the duty bearers. At least the NGOs could join the government-initiated relief activities.

It is sad and shocking to note that such relief services are “publicized too much” in the social media. It means two things: (a) exposing the vulnerability of the needy people and (b) gaining ‘mileage’ through publicity. Social and Human Rights Activists object such publicities – i.e. exposing the vulnerability of the needy people. According to them the existing ‘social gaps’ will widen when the vulnerable people are exposed.

Photographs/videos are needed mainly for the purpose of ‘documentation/records’ so that they could validate the reports and accounts while submitting them to the donors/sponsors. Other than this purpose, such ‘distribution photographs/videos’ exposing the vulnerable people should not be publicized in the social media.

What does the Bible say about charity? “So when you give something to a needy person, do not make a big show of it, as the hypocrites do in the houses of worship and on the streets. They do it so that people will praise them. I assure you, they have already been paid in full. But when you help a needy person, do it in such a way that even your closest friend will not know about it. Then it will be private matter. And your Father who sees what you do in private, will reward you.” (Mat.6:2-4).

Jesus practiced his own preaching. “Then a man suffering from a dreaded skin-disease came to him, knelt down before him, and said, “Sir, if you want to, you can make me clean.” Jesus stretched out his hand and touched him. “I do want to”, he answered. “Be clean!” At once the man was healed of his disease. Then Jesus said to him, “Listen! Do not tell anyone, but go straight to the priest and let him examine you.” (Mt.8:2-4).

On another occasion Jesus left a place, and as he walked along, two blind men started following him. “Take pity on us, Son of David!” they shouted. Then Jesus touched their eyes and said, “Let it happen, then, just as you believe!” and their eyesight were restored. Jesus spoke sternly to them, “Do not tell this to anyone!” (Mt.9:27-29).

Another classic example Jesus gave us was the story of Good Samaritan (Lk.10:29-37). The Priest and the Levite never attended to the wounded traveler. It was the Samaritan who responded and saved the life of the wounded person. The Samaritan realised that it was his responsibility to come to the rescue of the dying person. Hence Jesus appreciated the Response-ability (ability to respond) of the Samaritan. His good deed was known only to the keeper of the Inn.

All the media-savvy organisations must introspect and ask themselves: Why should we publicize when we fulfill our responsibilities? What is the need for it? What are we gaining by reporting our relief activities through media? Is it to show that we are very transparent and accountable? Is it to inspire others so that they will also do the same? Is it to gain a mileage and better status? Shall we take the examples from the life of Jesus and follow what he said – “do not tell this to anyone” and what he did – ‘not seeking publicity’? Charity, Publicity and Responsibility – the choice is yours.

M.L. Satya, Bengaluru