This post was written on 15 Feb 2014 and is filed under Uncategorized.

Another Belligerent Charity

We’ve already written about UNICEF copping an attitude at Facebook warriors. (Click here to have a look at that sensational UNICEF campaign.) ¬†Crisis Relief Singapore takes its audience to task for the same offence.

The charity’s ‘Liking Isn’t Helping’ campaign marries a hard-hitting tagline with a great visual concept. Real-world thumbs surround disaster victims and highlight the uselessness of digitally thumbing an issue with a Facebook like.

Created by Publicis Singapore, the campaign won a Golden Lion at Cannes 2013. Well deserved.


Liking Isn't Helping


charity copywriting


Crisis Relief Singapore campaign


Want to know when belligerence works in copywriting? Read our advice here.

Despite our cold, cynical heart, we share lots of top-notch charity copywriting and PSAs. Browse around the Copywriting Tips site to discover more of our favourites.


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