Word play about a serious issue

Well well. We’ve had much debate in marketing courses about the theory of grabbing attention as a non-profit organisation (NPO) and how best to spend your precious money (see here and here). And then this study comes along… Basically this goes against the grain of all the things in the books.

How should we interpret this example? (by the way: thanks Clemens for pointing it out to me). No images, no shock tactics, just pretty colours and a nice slogan. Then according to the mentioned advertising effectiveness study (which runs, as far as I know, once a week), we suddenly have a NPO campaign in the top 10.

Or maybe the other big spenders that week had bad ads… Comments welcome.