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Originally Posted by Suave
iccky: The footage of real children suffering is much harder on me than a bunch of cartoons. The problem with charities is that there are far too many of them, and they all want some of your money or time. The constant badgering doesn't affect the sympathy I feel for people who are suffering, but it does severely decrease my desire to respond to a particular charity when there have been a dozen who've already solicited me that week.
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I don't think UNICEF wants your money or your time here. I think they want to raise awareness about the problem (there's no "ask" in the ad, no call for you to give time or money or even contact a representative).
Maybe it isn't as effective for you, though studies show that ads people claim to hate aren't necessarily ineffective (negative political ads, for instance, are universaly reviled but actually drive up turnout). But I would be willing to guess that the grand majority of people will change the channel the second a real landmine victim comes on the screen (assuming such an ad could make it on the air). Even if they watched it, they'd probablly file it away with all of the other Awful Things In The World and block it or forget about it. The smurfs ad is different, and thus gets around these developed defense mechanisms and gets people's attention (it certainly got ours). Like it or not, it's a successful ad.