I don’t think many people realize exactly how hard it is to market for a charity. Years ago I worked on a website which raised money for a South African park project, and it was far, far tougher trying to get noticed there than on most of the commercial sites I’ve worked with.
So I was extremely impressed with the approach this Belgian company took to getting their message across

(tip of the hat to Donor Power Blog, where I came across this):

Unlike the ‘edgy’ Truth stunts and videos, which appear to be trying way too hard, this campaign actually worked, not only in raising awareness of the issue, but (more importantly?) dollars too. Well, Euros.