"Liking isn't helping" is the headline in the Gold Lion winning Singaporian ad campaign for crisisrelief.org. It sums up in one simple image showing people thumbing up around a baby with an amputated leg. Ouch.
Meanwhile, in Sweden - Unicef came out with this ad Unicef - Likes don't save lives . I'm sure we can all agree this is the same base idea, told in a different way.
BUT HOLD UP - also, in Puerto Rico we have Boy in Puerto Rico Gets Killed Over a Blocked Shot and like to prevent this girl from dropping out of school due to bullying... another execution on the same base idea, this time they also use youtube's built-in clickable features to really hammer the point home. No, liking the clip won't stop that gun from killing someone.
Here's the kicker - all three of these campaigns competed in the Cannes Lions this year. No, I don't think any one of the creative teams knew about the prior ideas, don't be silly. We're all tired of slacktivists, this idea was just ripe for the picking and executed in three very different ways.