Every 3 seconds, a child dies of extreme poverty. To prevent further deaths the TV ad "Cause of Death: Ignorance" asks the German audience to raise their voice against poverty and to call upon the German government to keep their promises with respect to international development and increasing of foreign aid. The campaign is supported in this ad by 12 very well-known German actors, all of whom play detectives in one of the most popular German TV crime series called "Tatort"(crime scene). In the ad a chalk outline of a dead children's body, which is the Campaign's key visual in 2010, transfers the crime scene from Africa to Germany. The finger click refers to a previous ad version of 2005. The detectives clicking their fingers every three seconds remind the viewer that every 3 seconds a child dies. This has been one of the key messages throughout the entire campaign.