Having dealt with the good I should really deal with the bad. Just to be clear this is nothing against this particular organisation or its aims, merely this particular campaign and the set of ads that go with it.
I can't stand these adverts. I recently described them as the campaigning equivalent of mugging someone, but on considering it further it's actually rather more like the campaigning equivalent of an extortion racket – give us money and you won't have to feel guilty every time we put this advert on the TV. The sole purpose of this advert is to make you feel bad, really bad, and then make you give money to stop yourself feeling bad. There is no further context, there is no further message, there is no further suggestion for action – the message is simply this: 'Bad things are happening, give us money'.
The adverts don't tell you what they are going to do with your money, or how your money is going to be spent, or how your money will help stop the suffering, or whether the stories you are seeing are real, or what the organisation does, or how the organisation could have stopped the suffering if they had more money, or what you could do instead if you don't have any money, or what you could do as well as giving money.
They simply say: children suffer, give us money.
This is bad campaigning and bad emotional intelligence. Making people feel terrible, pulling at their heart strings and then requesting money, is just plane bad.
