Ad Campaign Uses Powerful Photographs to Explain that Facebook Likes Don’t Help


When they were tasked with putting together a powerful advertising campaign for Crisis Relief Singapore, ad agency Publicis Singapore mixed heart-wrenching photos with a hard-to-swallow tagline to create something quite moving.

The campaign is based around the tag line: “Liking Isn’t Helping,” and it uses press photos of flood, earthquake and war victims surrounded by hands coming from outside the frame giving them a “thumbs up,” symbolizing the Facebook “like.”


The thumbs ups have been Photoshopped in, but the message is clear. Since the C.R.S. is run by volunteers, they want people to understand that clicking like or share on Facebook, while it might help spread the word, doesn’t actually make a difference to a crisis victim.


To drive the point home even further, the ad copy at the bottom right reads “Be a Volunteer. Change a Life.” To learn more about C.R.S. and how you can help their cause, head over to the organization’s website by clicking here.

(via Ads of the World via Fstoppers)

Update: Artist Hani Abbas tells us he believes the campaign was inspired by this comic he created four months ago:


  • Earl Von Tapia

    Neither does changing your profile picture.

  • Eugene Chok

    was going to like this… whats the point??

  • Sergei Zhukov

    Wrong. Liking is merely a tool. By hitting the like button you are spreading the news among your friends. You may not actively respond to this but chances are there will be someone who will act, especially if the news has something to do with the community.

  • Stanco55

    Best use of Photoshop I’ve seen yet…

  • MikeAlgar42

    Except a lot of these things are purely for financing or getting more people to have a look at a page that helps spread nonsense crap on facebook. They don’t point to official pages, they don’t cite anything other than some (probably fake) personal tale attached to a picture. It doesn’t bring awareness as people look at it, feel bad and move on.

  • Renato Murakami

    Look, I get it. People who could be a volunteer should, and society as a whole should endorse and help volunteer actions to happen.
    And yes, there are several fraudulent campaigns going on specially on Facebook… tons of websites and organizations making a profit on other people or even animals demise.
    But if done properly, liking some initiatives or pictures that shows the situation of some communities at least spreads the word and acknowledges a situation.
    It might not be much, it’s far far away from being as helpful as volunteer work, but it’s better than nothing.
    The reaction could simply be: Oh yeah? It’s not helping? Then I’ll just ignore it, right?
    It’s true that acknowledging a problem is only the very first step of a series of things that must be done to solve a problem, but it’s still a step.
    On the other way, I could simply say: Meh, taking pics isn’t helping too.

  • Sterling

    “It’s better than nothing” is rarely a compelling reason for doing. More often than not, it just signals that the action is actually doing nothing.

    The point of this post is that liking = doing nothing.

  • RBM

    Having a Starbucks Latte while cruising hip websites and “liking” somebody else’s efforts to actually help somebody through their terrible strife makes you feel like you actually might one day wear that $500.00 Gore Tex jacket you bought to a foreign country though, you know, to help out……and will you take your new 5DMK3 with you?…….of course!

    Great campaign, and dead on target.

  • 9inchnail

    “The point of this post is that liking = doing nothing”

    Which you just can’t prove. What if a million people like a post and do nothing else. But one person sees that post because a friend liked it and donates enough money to save a child’s live. Than that post DID indeed help.

  • 9inchnail

    And how much money did you donate last year? Tell us more about how much better you are than any of us.

  • Uncle Wig

    And what about you mr. “9 inches.” How much did YOU donate?

  • Thumbless

    And what about you Mr. Toupee. How much did YOU donate?

  • promiscuos

    and what about you Mr “Thumb’s-stuck-up-my-a**, how much did you donate?

  • treebeard

    and what about you “indiscriminately sexually active”, how much did you donate?

  • Sterling

    And you can prove that?

    “What if” and “one in a million” arguments are not very compelling either. If the best arguments we have are “better than nothing”, “what if”, and “one in a million”, it’s safe to say the topic at hand is worthless.

  • Uncle Wig

    This could go on forever. Let’s just agree that we are all better than 9inchnail, ok?

  • RBM

    You sound a bit guilty of “liking” a lot of disaster relief posts last year, and feeling damned satisfied about it…..”a job well done” so to speak.

    I don’t drink at Starbucks….so that’s all I’ve really got for you in terms of how much better than you I am.

  • bob cooley

    Well, I agree w/ RBM completely – and in fact I DO travel to other countries to document orphanages throughout Latin America. So – does my vote count?

  • Née

    Wow… So we instead of sitting around liking things, we’ve resorted to sitting around and arguing… I donate to the Cancer Foundation and also Share posts like these. No ranting involved. Each to their own.

  • Michael Andrew Broughton


  • Janine

    This is stupid! Of course liking doesn’t f**king help, but you know what it DOES HELP advertise the cause in a world where there are a thousand charities. If it brings attention it will bring money. Easy.
    I would ordinarily give to cancer and if seeing stuff like that wasn’t full of you ‘anti like’ policy then I’d probably donate to that too. YOU are turning people off this charity.. so if I seem mad HAVE A GUESS WHY.

  • Janine

    You mean *YOU* look at it, feel bad and move on? Some people regularly donate to charity. You are obviously not one?

  • MikeAlgar42

    Or maybe you’re one of the few who actually do.
    You obviously didn’t read my comment either. A lot of the time it is a picture accompanied by a ‘like this page’ type comment to ‘end atrocities’. I have sat and witnessed people talk about these things they’ve seen on facebook and when I asked what they did, they said oh I liked the picture.

  • Anton Pinzon

    I beg to differ Mike, I respect your opinion . But just to let you know, Im one of the many people that actually try to the best of what God gives me to help even in the simplest of ways. As Sergei just said, its just a tool. No matter what your opinion is about Facebook. it doesnt matter. you can see poverty and misery every where you go. But if you dont do anything about it. As a wise man once said, if you are not part of the solution , you are part of the problem

  • amir

    big like

  • Mantis

    Liking & Prayer.

    Two ways to do nothing but think you’re helping.

  • Neurotic Knight

    Showing solidarity by liking on progeria foundation’s home page is one thing. liking the i love animals picture on teen swag page is another. teen swag doesnt care of you nor animals