Liking isn’t Helping

Crisis Relief Singapore, a Christian disaster relief organization in Singapore, ran a volunteer recruitment advertising campaign, “Liking Isn’t Helping”, recognised with a Gold Press Lion at Cannes International Festival of Creativity. Real life photographs are interposed with “thumbs up” hands and the copy: “Like Isn’t Helping. Be a volunteer. Change a life.” It’s a call to move on from social networking to turning up to help.

Crisis Relief War print ad

Crisis Relief Flood print ad

Crisis Relief Earthquake print ad


The Liking Isn’t Helping campaign was developed at Publicis Singapore, by chief creative officer Erik Vervroegen, executive creative director Ajay Thrivikraman, creative director Kris Ng, copywriter Dunstan Lee, art directors Tan Zi Wei and Chua Xiu Lu, art buyer Lynn Cheng, account manager Khoo Kai Qi. Photography by Sebastian Siah via Shooting Gallery and Getty Images, was retouched at Wishing Well.