When you’re a non-profit organisation (NPO) you tend to have low advertising budgets so gaining quick and impactful cut-through is difficult. As a result many NPOs use angst as a mechanic to pull in the target audience (whether this is a right or not as a technique, is also discussed under positivism vs negativism in charity advertising here).

“For nature, everyday is 9/11″

But if any advertising campaign was destined to turn heads in the past few years, than it had to be this one. This is what Kotler would call playing to current events…