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Charity advertising can be staid, safe and boring. Dare looked to change all that with ‘What the fuck have you done?’ for Mellon Educate – an international volunteer-based building charity. Each year the charity takes volunteers to Africa to provide educational assistance, including the building of schools, for some of the continent’s most impoverished children.

To boost awareness of the scheme in the UK, recruit volunteers for its pioneering seven day school-building programme and drive donations, Mellon Educate needed a campaign that would help it to stand out from the crowd and resonate with its younger target audience.

Dare created a punchy, highly provocative online video campaign to sit on Facebook and YouTube. Using irreverent humour and punchy cut scenes, the “What the fuck have you done?” video puts things into stark perspective for the viewer. Award-winning British actor Nathaniel Parker who provided the voiceover.

Using grains of sand, Parker points out how we waste many hours of our life on unrewarding tasks such as work, cleaning, thinking about sex (compared to actually having it) and browsing Facebook. The video points out that with just seven days of your time you can volunteer to make a worthwhile difference. At the end of the video, Parker urges viewers to ‘do or donate’.