Watch. Share. Help.

During a trip to Africa, McCann & ActionAid were witness to a powerful scene: in a poor village, a young child is offered a piece of candy and immediately proceeds to divide it in pieces and share it with all the other kids.

Inspired by this, McCann turned that very experience into a TV spot that aired on YouTube, and developed a campaign that urged viewers to share the video. The more views the video got, the more YouTube contributed to the communities ravaged by drought in East Africa.