Every year, the third year Viral Advertising Communications students at the IDC (Interdisciplinary Center in Herzliya, Israel) need to present a project. This year’s brief was Humanitarian Aid & Development.
In order to crack the brief, the research and creative brainstorming on the subject struck on many angles, but the students wanted to dig in deeper, to understand the real human motivator for humanitarian acts of compassion. For this they sought Science and discovered the wealth of research that has been published in recent years on Empathy — especially since the accidental discovery of mirror neurons in a laboratory in Parma, Italy, in the early 90s.
By Gil Lavie