This chapter critically reviews existing socio-psychological literature on prosocial behaviour, with a focus on helping in response to humanitarian communications, including giving to charity, as a case study. The author shows how mainstream social psychology’s conceptualisation of the individual as self-contained and separate from their socio-historical context, its neglect of ideological and societal factors, and the restrictive impact of cognitive-experimental methods lead to a problematic disregard of crucial aspects of complex, conflicted and ambivalent prosocial behaviour in the humanitarian contexts. The chapter shows the benefits of a critical psychological approach to prosocial behaviour through the discussion of several studies on public responses to humanitarian and human rights communications.