Great causes need great publicity.
Yes, it’s an ad.
But it’s an ad everyone wants to watch. And you can’t miss the point. If I lived in Australia, I’d follow the frog. I wish we had a frog in upstate New York. (Dammit, why don’t we have a frog?)
Stop interrupting us with talking heads explaining what you are doing to save the world. It’s not about you.
Start telling us stories that make us want to engage your cause ourselves. And be sure give us something concrete we can do about it.