I often complain about the "NGO aesthetics" of what scholar Jane Bryce has called "donor films"--the sort of didactic "message oriented" films you see made on HIV prevention, VVF, and other social ills. I was speculating the other day, that the predominance of such films makes it very difficult to deal with serious issues like HIV in creative ways that don't turn off any audience who have seen and heard the message a hundred times before.
I don't know the background of Lil Wayne's music video, How To Love,
and whether there was any NGO involved in it. I doubt it, but I think filmmakers working with "donor" agendas could learn something from it. Perhaps there's something about the emotional punch of the short form of the music video, the expectation of sexy context from Lil Wayne, and the uncontrived sincerity in it that catches you unaware. There is a message here, but it feels more like "truth" than "propaganda", and I can watch it over and over again.