Because by making you feel it in your own skin it succeeds in giving a cause that was not at all well known at the outset a relevance it would never otherwise have had. Because, faced with the problem of an NGO with no budget, it maximises the available media at no cost. Because it establishes a high degree of interactivity with the viewer and forces him to become involved in a cause that was not among his priorities. Because it offsets the greatest problem NGOs face when it comes to recruiting members, which is to be politically aligned with something, but not take any action.