This is what happens if you DON’T show people dying in ads.

My day started off with a team-member crying. I’d love to say that this never happens, but in the day-to-day trenches of advertising, it does. Deadlines, budgetary restrictions and madshit client expectations are enough to affect the best of us.

Today, however, was different. Our junior producer couldn’t take it anymore. The heartless reactions from influencers, youth organisations and big media corporations broke her spirit.

“They just don’t get it, Elke.” She said. “How can they not get it? What’s there to “get”? The push of a button saves a child. How can that be too much to ask?”

This is the video she was trying to get shared;

This felt like Mohammed Ali , Joe Frazier and George Foreman hitting me in the face.

A few weeks ago we flew to Tanzania. There, doctors do what I thought to be impossible: they help blind children see. 28 million people in developing countries suffer from curable blindness. And 60 percent of blind children die within two years. As a mother — as a human being — this breaks my heart.

We funded the surgery (and the campaign) for one of those children and filmed her reaction when she first sees her mother. Thanks to some generous sponsors, each and every view on the video, helps other blind children see. 
A view for a view.

What our producer asked for was… one share.
One share to save a life.

But the answers she received were … gut-wrenching.
“There are too many African NGO’s already.”
“Everybody wants us to share stuff…”
“Do you have a budget for partnership?”


Did we make a mistake? Did we underestimated this campaign? Were we supposed to be ready for this lack of emotion?

Unfortunately, yes.

But, how many 9gag-videos do we brainlessly watch each and every day? 100 million. How many Instagram Stories? 250 million.

And how many children could we save together? Millions.
Please. Save a child today. Watch and share our video.

Thanks for your shar… time.