Dignitas is engaged in psychological, financial, and political aid for the victims of car accidents. In order to ask people for donations for Diginitas, the banner draws attention to the big number of people hurt in car accidents in Germany. The user experiences a situation comparable to an accident – a situation that can happen to anybody, anytime. The copy reveals that it actually happens every 13 minutes with children. Given this fact, the user can imagine the urgency of the appeal for help and is driven to donate.