At a time when 2.5 billion human beings live in extreme poverty (at or below $1.25 a day according to recent World Bank estimates) without secure access to basic supplies such as food, water, shelter, and adequate medical care, much more is required of us than “Facebook Philanthropy,” a phenomenon where social media users ‘like’ and ‘share’ information on world crises. In their recent ad campaign “Liking Isn’t Helping,” China-based charity Crisis Relief Singapore mocks these faux “do-gooders” by airing images of children in heartbreaking conditions, framed by healthy, first-world hands giving thumbs-up signs. The campaign sheds a cruel light on such irony, hoping that the harsh relief will spur people to action.

RELATED: 25 Advertising Campaigns That Inspire Social Good

[via FeatureShoot]