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.
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.