Heart-Wrenching, Facebook-Blasting Crisis Relief Ads

The campaign, via Singapore, just won a Gold Lion at Cannes.

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"Liking Isn't Helping"

That's the headline for these gut-punch ads for Crisis Relief Singapore. The copy: "Be a volunteer. Change a life."

The ad agency used real press photos, and then expertly Photoshopped in the "thumbs up" hands.

I've seen a lot of this type of PSA campaign over the years, but these ads really inspire action.

Words are meaningless. "Likes" even more so.

Ad agency: Publicis, Singapore.

Two more ads below.