Featuring stars watching a video about ring worm and the like, the ad challenges viewers to watch till the end.
It is an unfortunate truth that the plethora of public service announcements and charity commercials for underdeveloped countries makes them easily ignored. Charity, End7 seeks to capture people’s attention with their latest PSA, by first showing celebrities’ watching something that, by the look on their faces, is clearly disturbing.
The spot, called ‘How to Shock a Celebrity’ by agency Wunderman UK features some recognizable faces (Emily Blunt, Tom Felton aka Draco Malfoy) and some lesser known actors and musicians staring at a screen that we cannot see. It then challenges the viewers to keep watching and see what all the fuss is about. There is then a quick cut to incredibly disturbing images of sufferers of elephantiasis, roundworm and other tropical diseases that affect people in developing countries. It is shocking and effective, making the curious want to see what the celebrities see and then confronting them with the reality of these diseases.
End7 is a non-profit organization whose goal is to end the seven tropical diseases featured in the video by 2020. Six million people on the globe are affected by these diseases, but there is very little awareness of them in developed countries. With this shock-factor video, more will know and hopefully more will care.
You can make a donation here and click below to see the End7 ad. Be warned, it is graphic: