This expandable ad raises awareness of the idea of sponsoring a child through the charity Plan International and what it entails. It also provides examples of children growing up in developing countries and of the effect sponsorship can have in practice. The user is encouraged to click on a folding measuring rule in a super banner. With every click, another part of the rule unfolds and another part of a picture can be seen, revealing a child called Elsy. Information about Elsy also pops up: Elsy’s story as she grows up is told chapter by chapter in the ad.