We wanted to get people to take action to stop cruelty to children. But the last thing anyone wants to think about when they’re online shopping or enjoying themselves is child cruelty.So we didn't just have to cut through the online clutter. We had to keep people engaged with a subject they didn’t want to hear about.We chose to use an intriguing online video that drew in our target audience before making them understand the true nature of our campaign.And we made our call to action so simple and so compelling people couldn’t refuse.