The Disasters Emergency Committee appeal for the famine crisis in the horn of Africa has raised £30m just under three weeks after launch.

Unlike other recent natural disasters, such as the Japanese tsunami or the Haiti earthquake, coverage of the crisis in Somalia, Ethiopia, Kenya and South Sudan has been overwhelmed by other media events, such as the News of the World phone hacking scandal and Friday’s massacre in Norway.

Possibly as a result, the amount raised by the appeal is lagging behind other recent DEC fundraising efforts. In comparison to the East Africa Appeal, which aims to help the more than 10 million people in need of basic food and healthcare, the Pakistan flood appeal had raised £29m in two weeks while the Haiti earthquake appeal raised £42m after just a week. Some international governments have also been wary of investing significant sums in the relief effort due to the political situation in Somalia, where rebels have refused to allow humanitarian aid through.

Brendan Gormley, chief executive of the DEC, moved to reassure the “wonderfully generous” UK public that aid was reaching those affected.

“Aid is getting through even in the toughest parts of Somalia but far more is needed.  Our member agencies can save more lives if you will help,” he said.

However the UK public have been known to give more as the gravity of the disasters unfold. Last year’s Pakistan appeal was the first time that the amount raised in the second week of the appeal was greater than in the first week after launch. Given that, by definition, famine is a slow process which worsens over time, it could be possible that DEC might see a similar increase in donations as donors become more aware of the gravity of the situation.